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Could be smoking or gay rights or politics persistent badgering does not work. As opposed to telling them theyвЂ™re just wrong and this other way is clearly and obviously better. What they really should be asking is: вЂњWhy werenвЂ™t people doing this in the first place? What was stopping them?вЂќ This puts any problem in a very different light, and can lead to innovative approaches.

It starts off well, telling readers they might be asking the wrong questions. Sometimes you can move mountains that way. The change agents donвЂ™t have to be academics or professionals. People all over the world try new approaches to old problems, and sometimes they succeed. The book is a collection of tactics, assembled in anecdotes. Jonah Berger tries to bring successful change tactics to this conundrum in The Catalyst. Everyone wants everyone else to see it their way.

ItвЂ™s the way of the world, from social programs to closed-minded managers to sales reps to elections.

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Whether youвЂ™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. It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. This book is designed for anyone who wants to catalyze change. YouвЂ™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. The Catalyst identifies the key barriers to change and how to mitigate them. Instead of asking, вЂњHow could I change someoneвЂ™s mind?вЂќ they ask a different question: вЂњWhy havenвЂ™t they changed already? WhatвЂ™s stopping them?вЂќ Catalysts remove roadblocks and reduce the barriers to change.

Successful change agents know itвЂ™s not about pushing harder, or providing more information, itвЂ™s about being a catalyst. Often, we persuade and pressure and push, but nothing moves. Start-ups want to change industries and nonprofits want to change the world. Marketers want to change their customersвЂ™ minds and leaders want to change organizations. From the author of New York Times bestsellers Contagious and Invisible Influence comes a revolutionary approach to changing anyoneвЂ™s mind.Д®veryone has something they want to change.