CHANGE BY CHOICE ...or how to get people to do stuff differently, as though they thought of it first 'Change' and 'choice' are words that evoke a range of responses, many of them negative This is often due to the notion that if you have to 'go on about how much of an opportunity change is', or 'how much choice you really do have', then to the average listener, cynicism has already started to cloud the mind into thinking, 'I am being duped' These two 'C' words can have a range of meanings depending on the context. Change can either be an exciting prospect or a terrifying dread. Often these two extremes and the range in between are experienced, directly dependent on the amount of choice we feel we truly have. Via a conversational style, Philip uses a mix of analogies, real life stories and change management case histories, to examine our psychology towards change and choice, as well as the practicalities of achieving sustained change in our lives, be it within our families or workplace. One case history explains how the author applied his change techniques to the development team of VIAGRA - bringing that drug to market, ahead of schedule.