Name: The Catalyst: How to Change Anyone's Mind
SKU: 52445204
Price: 477.00 ZAR
Availability: InStock
Rating: 5 (1 reviews)
Author: Jonah Berger
ISBN: 9781982108601

portada The Catalyst: How to Change Anyone's Mind

The Catalyst: How to Change Anyone's Mind

Type

Physical Book

Author

Jonah Berger

Publisher

Simon and Schuster

Year

2020

Language

English

Pages

288

Format

Hardcover

Dimensions

21.6x14x3 cm

Weight

0.39 kg.

ISBN13

9781982108601

Synopsis "The Catalyst: How to Change Anyone's Mind "

"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. 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.

Jonah Berger

(Author)

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He is a marketing professor at the Wharton School of the University of Pennsylvania, where he researches the topics discussed in this book: social influence and how products or ideas achieve success
His studies have been published in journals of psychology, marketing, and economics, and have been referenced in The New York Times, The Wall Street Journal, NPR, Science, Harvard Business Review, Sloan Management Review, Wired, Business Week, The Atlantic, and The Economist, among others
Berger has been awarded various prizes for both his scholarship and his academic work

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