How to Change things when change is hard
Chip Heath & Dan Heath
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
There were medium size buckets and large
People with the large buckets ate 53
percent more popcorn than others.
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
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
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.
The story of institute for
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
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.
To much analysis
To much observation
To many reasons
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
If you wouldn’t be alcoholic,what
would you do?
Bad is stronger than good in
To many choices blur the decision
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.
You will succeed %75 of the
examinations in % 30 of the time.
BP Drilling Holes
For 1 hole drill with oil, they had to
They changed their target “no dry
Finally, they could’nt make it but for
every two hole with oil, they drilled
Robyn Waters / Ready to wear
Revolutionized her department
From 3 billion turnover to 63 billion
turnover in 15 years.
She totally change her mind.
How to change?
Build a habit
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
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
4. You can always change basic things about
the kind of person you are.
If you agreed
with items 1 and
has a fixed
If you agreed
with 2 and 4,
you’re some who
has a growth
Paul Butler-Saint Lucia Parrots
Saint Lucia Parrots
Generation were in danger
As a student he made some
necessary, special nest area
for parrots, for funding
special tourist tours should be
Stickers, sermons, puppet
theatre, GSM companies.
List your debts
From smallest to largest
Make the mininum payments and
pay the smallest debt.
What about interest rates?