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Chip Heath

“Because uncertainty makes the Elephant anxious. (Think of how, in an unfamiliar place, you gravitate toward a familiar face.) And that’s why decision paralysis can be deadly for change—because the most familiar path is always the status quo.”

Chip Heath, Switch: How to Change Things When Change Is Hard
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Switch: How to Change Things When Change Is Hard Switch: How to Change Things When Change Is Hard by Chip Heath
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