Resistance vs. Lack of Clarity: The West Virginia 1% Milk Experiment

The above video is all about the third surprise about change described in the book “Switch: How to Change Things When Change Is Hard” by Chip and Dan Heath. In the video, I tell the story of a man who motivated the executives at his company to completely change their purchasing processes by appealing to their emotions instead of their intellects.

I also tell the story of two West Virginia University researchers who, by focusing on a single clear course of action and communicating it in a compelling way, improved the eating habits of their target audience in a way that stuck. In the next post, I will show how you can use the same ideas to battle resistance to change on your team with an example from Extreme Programming.

I would love to hear what you thought of the video, so feel free to comment below, on The K Guy Twitter, or on The K Guy Facebook fan page.