The Catalyst

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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. We encourage, push, pressure, and cajole, but more often than not, nothing budges. The Catalyst takes a revolutionary approach to change. Successful change agents know that instead of pushing harder, it's about doing the opposite: removing roadblocks and reducing barriers to change. Instead of asking, "What could I do to try to convince someone?," they ask, "Why haven't they changed already? What's stopping them?" In The Catalyst, New York Times bestselling author of Contagious and Invisible Influence Jonah Berger identifies five key barriers to change and shows how to mitigate them. You'll learn 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. 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. Book jacket.