"Jonah Berger is one of those rare thinkers who blends research-based
insights with immensely practical guidance. I am grateful to be one of
the many who have learned from this master teacher." --Jim Collins,
author Good to Great, coauthor Built to Last
From the author of New York Times bestsellers Contagious and
Invisible Influence comes a revolutionary approach to changing
anyone's mind.
Everyone has something they want to change. Marketers want to change
their customers' minds and leaders want to change organizations.
Start-ups want to change industries and nonprofits want to change the
world. But change is hard. Often, we persuade and pressure and push, but
nothing moves. Could there be a better way?
This book takes a different approach. Successful change agents know it's
not about pushing harder, or providing more information, it's about
being a catalyst. Catalysts remove roadblocks and reduce the barriers to
change. Instead of asking, "How could I change someone's mind?" they ask
a different question: "Why haven't they changed already? What's stopping
them?"
The Catalyst identifies the key barriers to change and how to mitigate
them. You'll learn how catalysts change minds in the toughest of
situations: how hostage negotiators get people to come out with their
hands up and how marketers get new products to catch on, how leaders
transform organizational culture and how activists ignite social
movements, how substance abuse counselors get addicts to realize they
have a problem, and how political canvassers change deeply rooted
political beliefs.
This book is designed for anyone who wants to catalyze change. It
provides a powerful way of thinking and a range of techniques that can
lead to extraordinary results. Whether you're trying to change one
person, transform an organization, or shift the way an entire industry
does business, this book will teach you how to become a catalyst.
