We are big fans of Chip and Dan Heath, as you may be able to tell from our review of their first book, Made to Stick. So we naturally scooped up Switch and decided to give it a read. Switch focuses on how some people, organizations, companies, and cultures are able to successfully change, but also how difficult it can be to implement change. The authors summarize the goal of the book nicely with the phrase "how to change things when change is hard". Given that we spend about 110% of our time working with brands who are looking to change some aspect of human behavior, we figured this book was a perfect way to spend some free time.