Switch - Chip Heath [117]
Brasilata. Background information comes from the Brasilata website (accessed February 13, 2009). Revenue in 2007 was 384,102,000 Brazilian reals, per this page: http://www.brasilata.com.br/en/financas_resultados.php. The number of ideas per inventor is from http://www.brasilata.com.br/en/projeto_historico.php. For the car-bumper inspired can, go to http://www.brasilata.com.br/en/prod_18un_b.php. For the energy-saving idea stories, go to http://www.brasilata.com.br/en/projecto_fatos_relevantes.php. All conversions between U.S. dollars and Brazilian reals were calculated on February 13, 2009.
Citizens for Safe Driving. See Jonathan L. Freedman and Scott C. Fraser (1966), “Compliance Without Pressure: The Foot-in-the-Door Technique,” Journal of Personality and Social Psychology, 4, 195–203. This study started a whole field that investigates “foot-in-the-door” techniques. Most of these techniques seem to work because they form (or reform) people’s identity. For an insightful analysis of these techniques, under the label “commitment and consistency,” see Robert Cialdini (2000), Influence: Science and Practice, 4th ed., New York: Allyn & Bacon, ch. 3. For the “Once [the home owner] has agreed …” quote, see Freedman and Fraser, “Compliance Without Pressure,” p. 201.
“Fixed mindset” … “growth mindset.” This quiz and all the fixed/growth-mindset material come from Carol S. Dweck (2006), Mindset: The New Psychology of Success, New York: Random House. The quiz is on p. 13. Every teacher, coach, manager, and parent should read Dweck’s book.
The brain is like a muscle. See Lisa S. Blackwell, Kali H. Trzesniewski, and Carol S. Dweck (2007), “Implicit Theories of Intelligence Predict Achievement Across an Adolescent Transition: A Longitudinal Study and an Intervention,” Child Development, 78, 246–263.
Dramatic transformations. The quotation is from Dweck, Mindsets, p. 59.
“Failure in the middle.” See Rosabeth Moss Kanter (November 23, 2003), Leadership for Change: Enduring Skills for Change Masters, Harvard Business School Note 9-304-06, Boston: Harvard Business School Press, p. 11, based on her 2001 book Evolve! Succeeding in the Digital Culture of Tomorrow, Boston: Harvard Business School Press.
“Three steps forward and two steps back.” See Michele Weiner-Davis (1992), Divorce Busting, New York: Simon & Schuster, p. 212.
Amy Edmondson. See Edmondson (2003), “Framing for Learning: Lessons in Successful Technology Implementation,” California Management Review, 45, 34–54. To protect her research participants, Edmondson used pseudonyms for the hospitals and the medical personnel.
Recover fully in three weeks instead of two months. The MICS recovery statistics are from Barbara Kuhn Timby and Nancy E. Smith (2006), Introductory Medical-Surgical Nursing, 9th ed., New York: Lippincott Williams & Wilkins, p. 532.
A famous story about IBM. See Paul B. Carroll (1993), Big Blues, New York: Crown; the quotation is on p. 51.
Molly Howard. Dan Heath interviewed Molly Howard in August 2008. The Principal of the Year award is described in Del Jones (March 16, 2008), “USA’s Top Principal Could Teach CEOs a Thing or Two,” USA Today, http://www.usatoday.com/money/companies/management/2008-03-16-principal-advice_N.htm (accessed February 6, 2009). Howard told Heath, “Companies can pick and choose the raw materials. Public education accepts all. We are a zero-reject business. That’s a big, big difference.”
Chapter Eight
W. Edwards Deming. See Deming (1982), Out of the Crisis. Boston: Massachusetts Institute of Technology Center for Advanced Engineering Study. The fires story is on p. 325.
Fundamental Attribution Error. See Lee Ross (1977), “The Intuitive Psychologist and His Shortcomings: Distortions in the Attribution Process,” in L. Berkowitz (ed.),