How to Change Anyone’s Mind
About the Summary
Change is hard, but catalysts can remove roadblocks and reduce the barriers to change. In The Catalyst, Jonah Berger identifies the key barriers to change and how to mitigate them. Learn how catalysts change minds in tough situations, such as how marketers get new products to catch on and how leaders transform organizational culture. Whether you’re trying to change one person, transform an organization, or shift the way an entire industry does business, you can learn how to become a catalyst to make it happen.
In This Summary You’ll Learn:
- Why persuasion is not the best way to change minds.
- The five horsemen of inertia, i.e., the key barriers to change.
- To reduce people’s uncertainty and resistance.
- To effect change by building agency, finding common ground, and marshalling strength in numbers.