The Book: Switch: How to Change Things When Change Is Hard
The Authors: Chip Heath and Dan Heath (brothers and co-authors of another business best-seller: Made to Stick)
Published: 2010 by Broadway Books
I loved this book for its readability and memorability. The first time through—I’ve just finished my third reading—I devoured a chapter each day and couldn’t wait to discuss the stories with my husband over dinner that evening. By the fourth chapter, he was hooked into reading it as well. I have recommended it to anyone who is dealing with change in their organization and have used it as the basis of change management discussions in professional groups, such as this presentation at a KM Institute event. My professional library contains many books on the applied behaviors, group dynamics, resistance, fear, and complexity surrounding change, but there are none that I have recommended more often. The value of Switch is it speaks to the layman, the middle manager in an organization that’s got some kind of change they have to deal with and knows it’s going to take more than a project plan to make it successful. There’s enough behavioral science to get one thinking, and so many creative examples that it is hard not to come away with the spark of an idea that would work in your organization. Whether you are trying to change your life or your company, there is sure to be something here to inspire you.
The idea that captured my attention the most is that change is not analytical. If you’ve ever tried to change a habit—stop smoking, lose weight, spend less—you know that the most detailed schedule and compelling facts are usually not enough to keep you on track by themselves. The job stress, TV munchies, and super sale can too easily drag you back to that old way of doing business again. Yet that is how many organizations deal with change—a schedule, a series of messages, data and dashboards. In my early days of change leadership, I often relied on John Kotter’s Leading Change, one of the ‘gold standard’ works on organizational change management. I developed ‘change management plan’ deliverables with all good intentions…and soon recognized that even the best recommendation I could give the organization was doomed to fail if they were not willing to take the time to cultivate the personal, behavioral, and emotional aspect of the change. It was an uncomfortable situation for me–recognizing that the organization is getting the deliverable they want but not the change they really need. Since then I have incorporated organizational effectiveness processes into my change consulting work to bring out the engagement and innovation that will accelerate the move towards successful change.
Change must be supported by facts and figures and a logical plan, but underlying that is where change really happens—in perceptions and behaviors, getting people to think, feel, and act differently than they’ve been doing. Whether that behavior is avoiding junk food or dealing with a new organizational structure or mission, a successful change strategy must combine aspects that engage the mind and the heart, and create an environment that makes the change the easier thing to do than what you were doing before.


