The Catalyst

Jonah Berger is a marketing professor at the University of Pennsylvania's Wharton School, an internationally successful book, and a world-renowned expert on change, influence, word of mouth, natural language processing, consumer behavior, and how products, ideas, and habits spread. He has over 50 articles published in prestigious academic journals, teaches Wharton's most popular online course, and popular reports of his work appear in publications such as The New York Times, Wall Street Journal, and Harvard Business Review. Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone's Mind, have been sold in more than 35 countries. Berger frequently keynotes large conferences and events such as SXSW and Cannes Lions, advises early stage firms, and consults with corporations like as Apple, Google, Nike, Amazon, GE, 3M, and The Gates Foundation.

Everyone wishes to alter something. Marketers strive to change the minds of their customers, whereas leaders want to alter their organizations. Nonprofits want to change the world, whereas startups aspire to alter industries. But change is difficult. We often convince, urge, and push, but nothing changes. Is there another option?

Among the best books on change management, The Catalyst has a unique approach. Successful change agents understand that being a catalyst is more important than pressing harder or delivering more information. Catalysts help to remove impediments and lower the barriers to change. Rather than asking, ""How could I change someone's mind?" they wonder. "Why haven't they changed already?" What's holding them back?"

The Catalyst analyzes the major hurdles to change and suggests ways to overcome them. You'll learn 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 activists ignite social movements, how substance abuse counselors get addicts to realize they have a problem, and how political canvassers change deeply ingrained political beliefs.

This book is for everyone who wishes to spark change. It offers a powerful style of thinking as well as a variety of approaches that can produce exceptional outcomes. This book will show you how to become a catalyst, whether you're trying to influence one person, alter an organization, or change the way an entire industry does business.

Author: Jonah Berger

Link to buy: https://www.amazon.com/gp/aw/d/1982108606/

Ratings: 4.6 out of 5 stars (from 916 reviews)

Best Sellers Rank: #37,589 in Books

#231 in Marketing (Books)

#240 in Business Decision Making

#245 in Decision-Making & Problem Solving