2. CHAPTER ONE
 Situations (people problem/situation problem)
 The “Elephant” the emotional side (instinctive, pain, pleasure)
 The “Rider” the leader rational side (reflective or conscious system)
 People resistant to change
 Self-control exhaustible resource
 Direct the rider, motivate the elephant and shape the path

3. CHAPTER TWO
 Make a difference
 “TBU” true but useless
 Bright spots (action plan)
 Analysis paralysis

4. CHAPTER THREE
 Decision paralysis (too many decisions)
 Ambiguous goals into concrete goals
 Script critical moves: unblock revenue, minimize up-front cash flow,
faster and better than the rest and use what you got (spend less and
make more)
 “PCIT” Parent-child interaction therapy- tries to disrupt the escalating
cycles of force and frustration that characterize abusive situations
 Clarity dissolves resistance

5. CHAPTER FOUR
 Speak their language
 Ex: 1st graders=3rd graders
 “BHAG” Big hairy audacious goal- tackle your goals (deadline)
 “SMART” goals- specific, measurable, actionable, relevant and timely
 Rider: script critical moves
 Elephant: motivate, shrink change, shape path, build habit, point to
direction, appeal to identity, rally herd, inspiration and rationalization

6. CHAPTER FIVE
 “Tar-Zhay” (Target)
 Robyn Waters (M&M’s)
 Not Analyze - Think- Change, but rather See- Feel- Change
 Video game: Remission(getting life back)
 Find feeling, grow people, build habits and tweak environment
 Self-evaluation

7. CHAPTER SIX
 Shrink the change
 Ex: maids (doing exercising while working)
 Instead of “raising bar” “lower bar” to achieve goals
 Ex: 5 min room rescue
 Debt Snowball-pay off debts smallest to largest (min payment then extra
$ goes toward debt
 Set victory that’s fast, achievable and visible=small win leads to big
WINS
 Build networks
 Self-reinforcement
 Live for today’s opportunities
 What’s the next action?

8. CHAPTER SEVEN
 Grow your people
 “Pride campaigns”(people feel good and BIG). Innovator
 Consequence model- costs & benefits of options. Choices that
maximize satisfaction (rational & analytical approach)
 Identity model- who am I, what kind of situation is this and what would
someone like you do in this situation?- (how most people vote)
 Study what’s working instead of what’s not working
 Success involves failure. EXPECT it.
 Fixed mindset – abilities are like static. Avoid challenges
 Growth mindsets- abilities are like muscles. Face challenges.
Businesses prefer.
 Ex: Tiger Woods

9. CHAPTER EIGHT
 Tweak environment
 Change/shape peoples behavior
 “Fundamental Attribution Error”- in our inclination to attribute peoples
behavior to way they are rather than situation they’re in
 Concrete instructions=results
 Key periods of time: pre-event, Event, post-event

10. CHAPTER NINE
 Build habits- behavioral autopilot allow good behaviors to happen
 Action trigger- effective in motivating action
 Situational trigger- create instant habits
 Habits to advance mission
 Checklists educate YOU

11. CHAPTER TEN
 Rally the herd
 Look to others to know how to act in certain situations (social signals)

12. CHAPTER ELEVEN
 Keep the switch going
 Single step doesn’t guarantee long journey
 Reward each step you make
 Change isn’t an event; it’s a process
 Change is ubiquitous

13. NOW MAKE THAT SWITCH