SwitchHow to Change things when change is hardbyChip Heath & Dan Heath

Lecture byMelih Arat

The story of Popcorn

in 2000 moviegoers were handed a soft drink and a free bucket of popcorn.

Popcorn was wretched. It had been popped 5 days ago. It tasted like plastic styrofoam.

There were medium size buckets and large buckets.

People with the large buckets ate 53 percent more popcorn than others.

Why?

The Story of Clocky

It’s no ordinary alarm clock. It has wheels. When the alarm goes off, it rolls of

your nightstand and force you to chase it down.

Why do we buy that kind of gadget?

The Rider and the Elephant

Elephant is 6 tone. And the rider is only less or more

than 100 kg.

The story of Chocolates and Radishes

A psychological experiment One group is asked to eat chocolate

and the other radishes (Turp).

In the second phase a puzzle given to both group members. And chocolate eaters deal with the puzzle for 19 minutes and others 8 minutes.

The Gloves Story

424 different kind gloves for same purpose in one group company

From 3 USD to 17 USD

The story of milk

The milk is great of source of calcium and saturated fat.

We have to drink low-fat milk One ad trumpeted the fact that one

glass of whole milk has the same amount of saturated fat as five strips of bacon.

After the campaign market share went to 41 percent from 18 percent.

To change the

behavior

-1-Direct the

rider

-2-Motivate the

Elephant

-3-Shape the

Path

The story of institute for healthcare improvement

10 percent of patients die from simple duty lacks. Like the wrong angle of bed, receiving pills inproper times at hospitals.

100.000 Lives Campaign.

The Success Model

Direct the rider (100.000 lives) Motivate the elephant (make feel

about the problem) Shape the Path (Procedures, and

other stuff).

Vietnamese Children

Fighting malnutrition Finding poor kids who are bigger

and healtier then typical child Four meals a day (but same

amount) (malnourished stomachs could not process that much food)

Tiny shrimps, crabs, mixing with rice, sweet-potato greens

In stead of giving a recipe, organized cooking groups.

Analysis Paralysis

To much analysis To much observation To many reasons No solutions

Solution Focused Therapy

Bobby is problematic child, with bad behaviors, constantly late, rarely does his homework and dispruptive in the class

He is an orphan shuffled in and out of foster homes

There is no chance to improve his life

Alcoholic

If you wouldn’t be alcoholic,what would you do?

Problem focus

Bad is stronger than good in perception.

Decision Paralysis

To many choices blur the decision process.

6 kinds of jams sell more than 24 kinds of jams.

Point the destination

To the first grade students: “At the end of this year, you will be

third grade students. You will be bigger, smarter and cooler.”

You are scientists…

Emotional Goals vs. Smart Goals

You will succeed %75 of the examinations in % 30 of the time.

BP Drilling Holes

For 1 hole drill with oil, they had to drill 5.

They changed their target “no dry hole”

Finally, they could’nt make it but for every two hole with oil, they drilled three hole.

Target Hypermarkets

Robyn Waters / Ready to wear section manager

Revolutionized her department From 3 billion turnover to 63 billion

turnover in 15 years.

She totally change her mind.

The story of Microsoft

How to change?

Direct the Rider

Point to destination

Script the critical moves

Read the following sentences, and write down whether you agree or disagree with each of them

1. You are a certain kind of person, and there is not much that can be done to really change that.

2. No matter what kind of person you are, you can always change substantially.

3. You can do things differently, but the important parts of who you are can’t really be changed.

4. You can always change basic things about the kind of person you are.

Evaluation

If you agreed with items 1 and 3, you’re someone who has a fixed mind set.

If you agreed with 2 and 4, you’re some who has a growth mind set.

Paul Butler-Saint Lucia Parrots

Saint Lucia Parrots Generation were in danger

As a student he made some warnings: Punishment necessary, special nest area for parrots, for funding special tourist tours should be organized

Stickers, sermons, puppet theatre, GSM companies.

Debt Snowball

List your debts From smallest to largest Make the mininum payments and

pay the smallest debt. What about interest rates?