"Why is it so hard to make lasting changes in our companies, in our communities, and in our own lives? Our minds are ruled by two different systems—the rational mind and the emotional mind—that compete for control. This tension can doom a change effort—but if it is overcome, change can come quickly."
Switch helps segment our decision-making into three silos that need to work together for change to happen -- the Rider, Elephant, and Path. By motivating anad tweaking each component properly, we can affect positive change.