The Catalyst

How to Change Anyone's Mind

By: Jonah Berger

Narrated by: Keith Nobbs, Fred Irby

"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 best sellers 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.

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

©2020 Jonah Berger (P)2020 Simon & Schuster

Brilliant study of the mechanics of change

A must read for anyone who might find themselves in need (or want) of changing the mind of a friend or colleague.

I started spacing out..got super dull

I’ve read other books by this author but this specific book was really dull and I got bored after the first two hours. I had to really push to get through it but it was good information, just a little repetitive

I Found it Fascinating

Very well presented and I love the use of case studies. Made the concepts relatable and easy to understand. Great narration voices too.

Excellent Book for Everyone

This is a well researched and written book on something that all people want: how to persuade and change minds and behaviors. It’s a book on the art and science of persuasion. The roadmap that the author presents is backed up by numerous documented examples where behavioral changes occur as a result of five skillful and graceful approaches that produce results. In essence, this is a book about effective communication. The strategies outlined in the book can be applied to any industry and/or personal relationships. It’s a roadmap to conflict resolution and communication success.

outside the box

I didn't know I was looking for this book. however glad I found it.

Amazing!

The Catalyst provides an incredibly useful roadmap for people looking to introduce a new idea, product or service that might otherwise receive pushback from their target audience. Highly recommended.

Absolutely amazing

Completely new understanding of how people change their minds vs how people argue their points. Very valuable.

Good book, but where is the Accompanied PDF.

The book is generally good, well narrated and has helpful case studies. But where is the company PDF as referenced several times in the audio?

A must read for every entrepreneur

Loved it! If your thinking about going into business for yourself this book is a must read.

Great book

Several questions I had asked over the years have now been answered. Most importantly why its so hard to have a conversation with someone from the other political perspective.