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Switch: How to Change Things When Change Is Hard Villains Duology Series this book takes us intoISBN 13: 9780385528757 Publisher: Crown Publishing Group Publication date: 02 16 2010 Pages: 305 Sales rank: 16,551 Product dimensions: 8. 52(w) x 5. 80(h) x 1. 23(d) Why is it so hard to make lasting changes in our companies, in our communities, and in our own lives? The primary obstacle is a conflict that's built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller Made to Stick. Psychologists have discovered that