Have you read Switch, by Chris and Dan Heath?

I’m about to read the book Switch, by Chris and Dan Heath and wanted to get your opinions on it. Call it a pre-read book review. I was in at Inspire9 yesterday and saw the beautiful #i9bookshelf in the ‘flesh.’ I love bookselves. I believe they provide a window in to the expertise, thoughts and mind of the people that own them. I’ve even put up a digital version of my bookshelf on this blog, which you can access through the books link on the navigation bar in the top right corner.

I’m borrowing Switch from the #i9bookshelf! Thanks @kimmwood! 🙂 twitter.com/stevehopkins/s…

— stevehopkins (@stevehopkins) December 19, 2011

I noticed Switch, and grabbed it. I read a few passages on the train on the way home and thought I would share this lovely analogy which resonated with me.

“Haidt says that our emotional side is an Elephant and our rational side is its Rider. Perched atop the Elephant, the Rider holds the reins and seems to be the leader. But the Ride’s control is precarious because the Rider is so small relative to the Elephant. Anytime the six-ton Elephant and the Rider disagree about which direction to go, the Rider is going to lose. He’s completely overmatched.”

What were you’re favourite passages of the book? How did it compare, for you, to Chip and Dan’s first book, Made to Stick? I think it’s going to be interesting, because of it’s application to our work. If we work hard to change the Rider, then we end up simply setting ourselves up for failure. If we look to entice the Elephant in our efforts, then we will stand a chance of creating more sustainable and lasting change. I’m looking forward to the book. Let me know your thoughts below in the comments.