I like two books by Dan and Chip Heath called (1) Switch: How to Change Things When Change Is Hard (good summary here : http://www.veganoutreach.org/advocacy/s

I like two books by Dan and Chip Heath called (1) Switch: How to Change Things When Change Is Hard (good summary here : http://www.veganoutreach.org/advocacy/switch http://www.veganoutreach.org/advocacy/switch .html ) and (2) Made to Stick: Why Some Ideas Survive and Others Die (good summary here: http://www.engineerguy.com/white-papers/made-to-stick.htm http://www.engineerguy.com/white-papers/made-to-stick.htm ).