Including case histories and anecdotes, this book shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.
How to Change Things When Change is Hard. In 'Switch' the brothers Heath explore all of the best ways to make changes not only in our own lives, but also in the lives of others. Whether it's using the rational brain to outwit the emotional brain - for instance, by buying an alarm clock that runs away from you when you want to hit the snooze button - or harnessing the power of the emotional brain,