We read tons of books on change while writing Switch. Here are some of our favorites, in no particular order: The Happiness Hypothesis, by Jonathan Haidt [Psychology, Philosophy, Happiness]. Haidt came up with the Elephant/Rider analogy that we use in Switch. If you want to be happier and smarter, you should read his book. Mindset, by Carol Dweck [

Notice how smart Winsten was: He used the power of the Path to change the public’s behavior, but he used the power of the Rider and the Elephant to change the network executives’ behavior. With his five-second requests, he was directing the Rider by describing a simple action that could help on a complex problem, and he was motivating the Elephant

Direct the Rider. What looks like resistance is often a lack of clarity. So provide crystal-clear direction. (Think 1% milk.) Motivate the Elephant. What looks like laziness is often exhaustion. The Rider can’t get his way by force for very long. So it’s critical that you engage people’s emotional side—get their Elephants on the path and cooperativ

Kotter and Cohen observed that, in almost all successful change efforts, the sequence of change is not ANALYZE-THINK-CHANGE, but rather SEE-FEEL-CHANGE.