
Catalyst
How to Change Anyone's Mind
Berger(Author)
Simon & Schuster (Publisher)
Published on 1. February 2022
Book
Paperback/Softback
288 pages
978-1-9821-0864-9 (ISBN)
Description
“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—a habit, a decision, or a mindset. Marketers want to change their customers’ minds and behavior and leaders want to change organizations and organizational culture. Start-ups want to change industries and nonprofits want to change the world. But change is hard—and resistance to change is common. 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 and practical tools 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.
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—a habit, a decision, or a mindset. Marketers want to change their customers’ minds and behavior and leaders want to change organizations and organizational culture. Start-ups want to change industries and nonprofits want to change the world. But change is hard—and resistance to change is common. 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 and practical tools 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.
More details
Language
English
Product notice
Paperback (trade)
Unsewn / adhesive bound
Dimensions
Height: 211 mm
Width: 142 mm
Thickness: 22 mm
Weight
233 gr
ISBN-13
978-1-9821-0864-9 (9781982108649)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions

E-Book
03/2020
1st Edition
Simon + Schuster LLC
€13.84
Available for download
Person
Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. He’s a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. His research has also been featured in the New York Times Magazine’s “Year in Ideas.”