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Switch (Spanish Edition)

Switch (Spanish Edition)


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About the Book

¿Por qué es tan difícil lograr cambios duraderos en nuestros trabajos, nuestras comunidades y nuestras propias vidas?

El obstáculo principal es un conflicto intrínsico en el cerebro, nos dicen Chip y Dan Heath, dos reconocidos especialistas en comportamiento organizacional. Los psicólogos han descubierto que la mente está gobernada por dos sistemas diferentes --la mente racional y la mente emocional-- que compiten por el control. La mente racional quiere un cuerpo perfecto; la mente emocional quiere comerse esa galleta. La mente racional quiere cambiar el trabajo; la mente emocional ama la comodidad y la rutina. Esta tensión puede causar que muchos esfuerzos por cambiar fracasen, pero si se superan, el cambio puede llegar rápidamente.

En Switch, los hermanos Heath muestran cómo personas normales y corrientes han unido estas dos mentes, logrando espectaculares resultados:

- La directora quien ayudó a Target, a pesar de ser una compañía minorista regional que facturaba tres billones de dólares, a convertirise en un gigante de más de 63 billones dólares.

- La directora de servicios clínicos que, junto con su equipo de enfermeras, logró reducir drásticamente los errores en la administración de medicamentos en su hospital.

- El director de atención al cliente que transformó a su compañía de una que ignoraba totalmente el servicio al cliente a ser una compañía definida por él.

En este convincente relato, los Heath reúnen décadas de investigación en los campos de psicología, sociología y negocios entre muchos otros, para explicar por qué cambiar es tan difícil y dar a conocer nuevas maneras de lograr cambios duraderos. Switch muestra que los cambios exitosos siguen un modelo, un modelo que puedes utilizar para lograr los cambios que tú quieras, tanto si tu interés se centra en cambiar el mundo como en cambiar tu cintura.


About the Author:

Chip Heath es el profesor de Comportamiento Organizacional "Thrive Foundation for the Youth" en la escuela de negocios de la Universidad de Standford. Dan Heath es un senior fellow en el Centro para la promoción del empresariado social (CASE, por sus siglas en inglés) de la Universidad de Duke. Juntos, son los autores del bestseller nacional Made to Stick: Why Some Ideas Survive and Others Die. Escriben una columna regular en la revista Fast Company, y han aparecido en Today, Morning Edition de NPR, MSNBC y CNBC, así como en las revistas Time, People y US News and World Report.


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Product Details
  • ISBN-13: 9780307742353
  • Publisher: Vintage Espanol
  • Publisher Imprint: Vintage Espanol
  • Depth: 19
  • Height: 202 mm
  • No of Pages: 320
  • Series Title: Paperback
  • Sub Title: Como cambiar las cosas cuando cambiar es dificil / How to Change Things When Change Is Hard
  • Width: 133 mm
  • ISBN-10: 0307742350
  • Publisher Date: 05 Apr 2011
  • Binding: Paperback
  • Edition: TRA
  • Language: Spanish
  • Returnable: Y
  • Spine Width: 18 mm
  • Weight: 295 gr


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