We all know that change is hard. It's unsettling, it's time-consuming, and all too often we give up at the first sign of a setback. But why do we insist on seeing the obstacles rather than the goal? The authors argue that we need only understand how our minds function in order to unlock shortcuts to switches in behaviour.
What if a teacher could design a lesson that he knew students would remember twenty years later? We all have defining moments in our lives - meaningful experiences that stand out in our memory. In this book, the authors ask: why leave our most meaningful, memorable moments to chance when we can create them?
Including case histories and anecdotes, this book shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.
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