Jonah Berger, the author of New York Times bestsellers Contagious and Invisible Influence brings a revolutionary approach to changing anyone's mind in his book “The Catalyst: How to Change Anyone's Mind”.
Everyone has something they want to change. But change
is hard. Often, we persuade and pressure and push, but nothing moves. He tries
to find the answer to that question “Could there be a better way?” in his book.
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?"
