Set bold goals. Adopt good habits. Create support networks. You’ve surely heard these pieces of advice before. Yet, none of this has helped you… In this radical book, Katy Milkman, an award-winning behavioral science consultant and professor at the Wharton School, explains the reasons why this happens.

The author has uncovered a particularly important element that many of us misinterpret: our strategy. Change comes much more easily when we understand what stands in the way of our success, and hence apply tailored solutions to each problem. If you want to exercise more but find working out to be difficult and boring, a mobile app likely won’t help. However, if you ensure that your exercises are a source of enjoyment and not a chore, you will achieve much better results.

Transforming an uphill struggle into an easy downhill ride is the key to success. Drawing on Milkman’s original research and the work of dozens of her world-class scientific collaborators, Change! describes an innovative approach that will help you change or encourage change in others.

Through inspiring stories and examples from cutting-edge research, the book captures how you can identify and overcome the obstacles on the path to change. The book Change! will teach you:

• why the right timing can be everything when it comes to a change
• how temptation and inertia can be transformed into valuable tools to help you achieve your goals
• that giving advice yourself can help you achieve more

Whether your goal is to help others change for the better or you are trying to propel your own change, Change! offers a valuable, scientifically-grounded plan for achieving your goals once and for all.