The Catalyst: How to Change Anyone's Mind - Jonah Berger

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nJonah 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 nFrom the author of New York Times bestsellers Contagious and Invisible Influence comes a revolutionary approach to changing anyone's mind. n nEveryone 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? n nThis 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? n nThe 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

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