Catalyst

By: Jonah Berger

Narrated by: Keith Nobbs, Fred Irby

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 organisations. 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 organisational culture and how activists ignite social movements, how substance abuse counselors get addicts to realise they have a problem and how political campaigners change deeply rooted political beliefs.

This book is designed for anyone who wants to catalyse 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 organisation, or shift the way an entire industry does business, this book will teach you how to become a catalyst.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2020 Jonah Berger, Fred Irby (P)2020 Simon & Schuster UK

How to be a positive influence for change.

As a student of learning, this book helped me understand why I often get stuck in my own world of beliefs. I've listened to this audio 3 times and now I can say that change has come albeit slower than I hoped.

Good, but imbalanced

He spends too much time selling the idea, and not enough time teaching it. He tends to spend a lot of time with the "look how this method can work in extreme situations" but not enough time, in my opinion, discussing scenarios that most people would encounter (assuming they aren't marketing professionals). Also the book is repetitive, and could be shortened by like 25-35%.

Great book

I personally love this book. It gives principles followed by examples of how people have changed attitudes and behaviors of a variety of people. I liked the acronym that they provide as well.

Wonderful

So on point, it seems like common sense but its backed by science and practical tactics.

Woooow! These principles are an absolute Gold Mine

This audiobook was absolutely priceless. as a small biz owner and specially in today's COVID world, its a struggle to get potential clients to pass the noise and see the value in your prods & services. This book breaks it down to the perfect chunks and stepping stones, how to properly shift their mind. Absolutely loved it. starting round 2 of listening again!!

Interesting and instructiv

I enjoyed listening to this book. The narrator was engaging and stories interesting. There were portions where it was slow, however the ending never disappeared. I found the author helped me to articulate some of what I was already doing and in doing so has enabled me to own the skill and take it to the next level. Recommend this book to anyone looking to lead any change initiative.

Read the full book, summery won’t do justice

This great book with examples. It may feel boaring to hear all example but it help grasp the key points of REDUCE.

Entertaining and thought provoking

Great narration and the layout of each of the techniques provided an easy to listen to and informative book

Such logical ideas inside

I love to return to the chapters and internalize the ideas to germinate seeds for fruits of the future. Excellent marketing fertilizer. LoL.

Good audiobook but I disliked the second narrator

I have all the audiobooks by Berger, a professor of marketing.
His work is recommended as generally good.
Here the audiobook is good, although I did NOT like the SECOND narrator, the "case study" voice (Irby).
Berger gives at times the impression he cares for leftist causes more than some may find acceptable: he ought to avoid this error next time as I find no trace of it in previous books.