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than failures. For instance, an AI practitioner who is investigating customer-service problems wouldn’t ask, “What can we do to minimize client anger and complaints?” Instead, she’d ask, “When have customers been most pleased with their service, and what can we apply from those moments of success?” Tom Krattenmaker, a practitioner of AI, says, “Positive stories, unlike data or lists, stir imaginations and generate excitement about the company and what it is capable of accomplishing in the future.” See Tom Krattenmaker (2005), “Change Through Appreciative Inquiry,” in Managing Change to Reduce Resistance, Boston: Harvard Business School Press, pp. 49–58; the quotation is on p. 55.

Chapter Three

Chronic hip pain. The study that showed physicians were more likely to refer a patient to surgery when confronted with two medication options is Donald A. Redelmeier and Eldar Shafir (1995), “Medical Decision Making in Situations That Offer Multiple Alternatives,” Journal of the American Medical Association, 273, 302–305.

Decision paralysis. Some of the language in our discussion of decision paralysis first appeared in a column we wrote for Fast Company (November 2007), “Analysis of Paralysis,” http://www.fastcompany.com/magazine/120/analysis-of-paralysis.html (accessed May 17, 2009).

Shopping is a lot more tiring. Researchers have shown that the focused decisions you have to make while you’re shopping actually deplete your self-control. What saps your control is not the time you spend shopping; it’s the number of choices you have to make. That must be why Decembers are so bad for overindulging in food and drink. See Kathleen D. Vohs, Roy F. Baumeister et al. (2008), “Making Choices Impairs Subsequent Self-Control: A Limited-Resource Account of Decision Making, Self-Regulation, and Active Initiative,” Journal of Personality and Social Psychology, 94, 883–898.

Scene 1, 2, 3. See Sheena S. Iyengar and Mark R. Lepper (2000), “When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?” Journal of Personality and Social Psychology, 79, 995–1006. See Sheena Sethi-Iyengar, G. Huberman, and W. Jiang (2004), “How Much Choice Is Too Much? Contributions to 401(k) Retirement Plans,” in O. S. Mitchell and S. Utkus (eds.), Pension Design and Structure: New Lessons from Behavioral Finance (pp. 83–97), Oxford: Oxford University Press. The dating study is Ray Fisman, Sheena S. Iyengar, E. Kamenica, and Itamar Simonson (2006), “Gender Differences in Mate Selection: Evidence from a Speed Dating Experiment,” Quarterly Journal of Economics, 121(2), 673–697. Sheena S. Iyengar’s book How We Choose: The Subtext of Life (New York: Twelve Publishers) is coming out around May 2010, and you should look for it.

Barry Schwartz. See Schwartz (2003), The Paradox of Choice: Why More Is Less, New York: Ecco, p. 2.

America Latina Logistica (ALL). The case of the Brazilian railroad is described in Donald N. Sull, Andre Delben Silva, and Fernando Martins (January 14, 2004), America Latina Logistica, Harvard Business School Case 9-804-139, Boston: Harvard Business School Press.

Food Pyramid. The Food Pyramid graphic and data are from the site http://mypyramid.gov/pyramid/index.html.

The Critical Path. See Michael Beer, Russell A. Eisenstat, and Bert Spector (1990), The Critical Path to Corporate Renewal. Boston: Harvard Business School Press. The contrast between outcome goals and behavioral goals is on p. 244.

110 parents who had abused their children. The results of the study are described in Mark Chaffin, Jane F. Silovsky, Beverly Funderburk et al. (2004), “Parent-Child Interaction Therapy with Physically Abusive Parents: Efficacy for Reducing Future Abuse Reports,” Journal of Consulting and Clinical Psychology, 72, 500–510. Most of the quotations are from an interview between Chip Heath and Beverly Funderburk in October 2008.

Miner County. The story of the revitalization of Miner County is based on two sources: (1) interviews between Chip Heath, Randy Parry, and Kathy Callies in May 2008 and May 2009 and (2) an article by Jonathan Eig (March