Five years ago Alan Deutschman published a cover article in Fast Company magazine by this title. At the time it caused quite a stir and much discussion on the web. Mr Deutschman later published a fuller analysis in a book two years later.

I have noticed since I began tracking blogs and so on that one of the tendencies of web-based discussions ('memes') is that some subjects aren't given the shelf-life they deserve. I believe this to be the case with Alan Deutschman's work here. It addresses the perrenial questions of human nature: why do we find it so hard to change? and how can we change in a prevailing successful way.