The Catalyst (Hardcover)
How to Change Anyone's Mind
Simon & Schuster, 9781982108601, 288pp.
Publication Date: March 10, 2020
Other Editions of This Title:
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.
About the Author
Praise For The Catalyst: How to Change Anyone's Mind…
—Charles Duhigg, bestselling author of The Power of Habit and Smarter Faster Better
“We all know it’s hard to change people’s minds. But now we know why: We’ve been doing it wrong. We’re spending too much time pushing people — and not nearly enough time removing the roadblocks to their taking action. In this cogent and compelling book, Jonah Berger outlines a smarter, more effective approach. Full of gripping anecdotes, smart science, and savvy advice, The Catalyst is an essential read for anyone in the business of change. Added bonus: It’s the rare business book that reads like a page-turner.”
—Daniel H. Pink, author of When and To Sell is Human
"The Catalyst is a fascinating read and a powerful toolkit to help us change minds, organizations, and hopefully even the world."
—Arianna Huffington, Founder & CEO, Thrive Global
“Berger draws on research and case studies and offers intriguing anecdotes…A well-written guide that can be useful in both business and personal life.”
"[A] practical, convincing introduction to the art of persuasion....This broadly appealing guide will convince general readers, but will be of particular interest to sales and marketing professionals."—Publishers Weekly