The Catalyst How to Change Anyone’s Mind by Jonah Berger
General:
Name: The Catalyst How to Change Anyone’s Mind by Jonah Berger
Format: epub
Size: 3.19 MB
Book:
Title: Catalyst
Author: Jonah Berger
Language: angielski
Year: 2020
Subjects: Business, Nonfiction
Publisher: Simon & Schuster UK
ISBN: 9781982108649
Total pages: 288
Description:
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…
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