Catalyst
Descriere
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?”
Despre autor
Jonah Berger este un profesor și autor american. El este profesor de Marketing la Wharton School din cadrul University of Pennsylvania.
