Why are people eager to buy the latest tech gadgets or embrace big changes like marriage or children, yet so hesitant to make trivial changes like switching toothpaste?

Authors Chip & Dan Heath make the case that the primary obstacle is a conflict hardwired into our brains. The battle for control occurs between the rational and emotional sides of our minds. The rational mind wants a great beach body, while the emotional mind wants dessert. The trick is to find the balance between the rational and emotional drives that motivate us.

This webinar reviews the causes for resistance to change and provides strategies for overcoming the conflict in our heads through real world examples.