It is apparent that it is difficult to make definitive changes in companies, communities and in our own lives. This book suggests that the fault lies in a conflict that occurs in our brains. Our minds are ruled by two main systems: the rational mind and the emotional mind. These two compete for control. A good example is: the rational mind wants to go to the gym, the emotional mind wants a cheese burger. It's then clear that the emotional mind loves the comfort of a existing behaviour. The book brings together research in psychology, sociology and other fields.