The Catalyst by Berger

The Catalyst by Berger

"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.

Jonah Berger is an internationally bestselling author and marketing professor at the University of Pennsylvania's Wharton School. His books include Contagious, Invisible Influence, and The Catalyst. He has published over 50 papers in top-tier academic publications and is a world-renowned authority on social impact, word of mouth, and why things, ideas, and behaviors take on. He's worked as a consultant for a number of Fortune 500 businesses and keynoted hundreds of events, and his work has been featured in publications such as The New York Times, The Wall Street Journal, and Harvard Business Review. His research was also included in the Year in Ideas issue of the New York Times Magazine.

SKU	Unavailable
ISBN 13	9781982108601
ISBN 10	1982108606
Title	The Catalyst
Author	Berger
Condition	Unavailable
Binding Type	Hardback
Publisher	Simon & Schuster
Year published	2020-03-10
Number of pages	288
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.