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How to Change things when change is hard
by
Chip Heath & Dan Heath
Lecture by
Melih Arat
The story of Popcorn
 in 2000 moviegoers were handed a soft
drink and a free bucket of popcorn.
 Popcorn was wretched. I...
The Story of Clocky
 It’s no ordinary alarm clock.
 It has wheels.
 When the alarm goes off, it rolls of
your nightstan...
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 radi...
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 tru...
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
angl...
The Success Model
 Direct the rider (100.000 lives)
 Motivate the elephant (make feel
about the problem)
 Shape the Pat...
Vietnamese Children
 Fighting malnutrition
 Finding poor kids who are bigger
and healtier then typical child
 Four meal...
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 d...
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 wil...
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, t...
Target Hypermarkets
 Robyn Waters / Ready to wear
section manager
 Revolutionized her department
 From 3 billion turnov...
The story of Microsoft
How to change?
Direct the
Rider
Point to
destination
Script the
critical
moves
Motivate the
elephant
Find the
feeling
Grow...
Read the following sentences, and
write down whether you agree or
disagree with each of them
1. You are a certain kind of ...
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’...
Paul Butler-Saint Lucia Parrots
 Saint Lucia Parrots
Generation were in danger
 As a student he made some
warnings: Puni...
Debt Snowball
 List your debts
 From smallest to largest
 Make the mininum payments and
pay the smallest debt.
 What a...
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Melih Arat's Presentation at EPOKA University
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  1. 1. Switch How to Change things when change is hard by Chip Heath & Dan Heath Lecture by Melih Arat
  2. 2. 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?
  3. 3. 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?
  4. 4. The Rider and the Elephant  Elephant is 6 tone.  And the rider is only less or more than 100 kg.
  5. 5. 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.
  6. 6. The Gloves Story  424 different kind gloves for same purpose in one group company  From 3 USD to 17 USD
  7. 7. 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.
  8. 8. To change the behavior -1- Direct the rider -2- Motivate the Elephant -3- Shape the Path
  9. 9. 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.
  10. 10. The Success Model  Direct the rider (100.000 lives)  Motivate the elephant (make feel about the problem)  Shape the Path (Procedures, and other stuff).
  11. 11. 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.
  12. 12. Analysis Paralysis  To much analysis  To much observation  To many reasons  No solutions
  13. 13. 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
  14. 14. Alcoholic  If you wouldn’t be alcoholic,what would you do?
  15. 15. Problem focus  Bad is stronger than good in perception.
  16. 16. Decision Paralysis  To many choices blur the decision process.  6 kinds of jams sell more than 24 kinds of jams.
  17. 17. 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…
  18. 18. Emotional Goals vs. Smart Goals  You will succeed %75 of the examinations in % 30 of the time.
  19. 19. 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.
  20. 20. 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.
  21. 21. The story of Microsoft
  22. 22. How to change? Direct the Rider Point to destination Script the critical moves Motivate the elephant Find the feeling Grow your people Shape the path Build a habit Tune and Tweak the Environment
  23. 23. 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.
  24. 24. 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.
  25. 25. 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.
  26. 26. Debt Snowball  List your debts  From smallest to largest  Make the mininum payments and pay the smallest debt.  What about interest rates?

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