Catalyst: How to Persuade People

Everyone wants to change something. Marketers want to change consumers' minds, and leaders want to change organizations. Startups want to change industries, and non-profit organizations want to change the whole world. But global changes are not easy. Often, we persuade, pressure, and push, but nothing budges. Is there some other way? The author of the bestseller "Hidden Influence" offers a completely new approach to impacting consciousness.

The point is not to increase pressure or drown in an avalanche of information—you need to become a catalyst that removes the obstacles preventing change. Instead of asking, "How can I make someone?", ask yourself, "What is stopping them?"

Jonah Berger discusses the main barriers to changing minds and ways to overcome them. You will learn how during hostage rescue operations negotiators make terrorists come out with their hands up, how marketers make new products popular, how leaders transform corporate culture, how activists ignite public movements, and how political agitators change deeply rooted political beliefs.

Whether you are trying to change one person, an organization, or an entire industry, the book offers you to master a powerful thinking tool and a series of strategies that can lead to amazing results.

This is an engaging book and a powerful set of tools designed to help us change opinions, organizations, and perhaps even the whole world. - Arianna Huffington, founder and CEO of Thrive Global