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Switch: Direct the Rider

Section summary of Chip and Dan Heath's book "Switch: How to Change Things When Change is Hard". This summary covers the first section - Direct the Rider.
by

Todd Fong

on 10 June 2010

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Transcript of Switch: Direct the Rider

Switch: How To Change Things
When Change is Hard Direct The Rider Motivate The Elephant Shape The Path Rider = Your logical self Elephant = Your emotional self Path = The Transition from state to state Script The Critical Moves Point To the Destination What is the Rider? Analytical Planner Thinker Problem Solver Detail Oriented "The Rider will spin his wheels indefinitely unless he's given clear direction." Since the Rider is focused on problem-solving, he often will not see what actually IS working. Focus on what is working rather than what is broken. Trying to fix all the problems leads to analysis paralysis. Focusing on the bright spots allows us to deep dive into what is working so we can apply those positive traits to the problem areas. "What's working now?" Follow The Bright Spots What is the ratio of time I spend solving problems to the time I spend scaling successes? We are wired to take the path of least resistance, even when good options exist. 6 Jam samples vs. 24 Jam samples When presented with 4 times as many options consumers were 10 times less likely to buy! Change takes us off autopilot, forcing us to make decisions. The more options, the more tiresome it is for the Rider to analyze. Remove Ambiguity. Create crystal clear guidance. You can't script it all so identify only what is critical. Don't assume the obvious is obvious. What does a script look like? "Money will only be invested in projects that generate revenue." "Drink water or diet soda instead of regular soda or fruit drinks." "Separate food scraps from the rest of your garbage and place in the green bin." Describe a compelling Destination. Think of your favorite vacation destination. In 30 seconds or less, describe why the rest of the team would enjoy spending their week off here. If you were still thinking of where you wanted to vacation and this destination appealled to you, your Rider has probably switched from analyzing WHERE to go on vacation to HOW do I get to the destination just described. By default, the Rider's energy is used to analyze where to move, or whether to move at all. You can redirect that energy to help you navigate toward a specific destination. The Trouble with Goals Most goals are necessarily vague, but that vagueness creates wiggle room for the Elephant that is uninspired. "We will increase our revenue by 12% this year." Direct The Rider Sometimes, goals must be spelled out in black and white. All or Nothing However... All or nothing goals are rarely compelling so short term victories must be scripted in and recognized and the goal itself must be exceptionally inspiring. Key learning: Big problems are rarely solved with big solutions. They are most often solved by a sequence of small solutions sometimes over weeks, sometimes over years. Change is easier when you know where you are going and why it's worth it. Presented By Todd Fong Presented by Chris Roberts
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