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Publisher's Summary

"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

What listeners say about The Catalyst

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Great Book for Understanding People's Decisions

For an audiobook this is a great lesson. If you're interested in understanding why people make decisions I'd recommend this book. You'll enjoy it

One important takeaway I got from this book is that when people are told to do something they often do the opposite. People prefer autonomy and their decision making and don't like to be forced to do something. A better way to get someone to do something you want is to reverse engineer the process. Provide people with information and research about a specific service or product and let them make the decision for themselves. This process does take patience but it does work and avoids alienating an audience.

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Good follow up for Influence the book

Good book! Well researched! Very applicable. If you liked the book influence by Robert Cialdinni you would also like this!

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  • Richard Williams
  • 2021-03-07

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?

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  • Jack Shocklee
  • 2020-10-02

Was this book written to change my mind from a republican to a democrat?

Great book and learned a lot. The biased left wing ideologies was a turn off. Could have been more impactful if those examples to prove a point weren’t in there. At points, it felt it was a book that was trying to change my mind to change from a republican to a democrat through viewing party principles in a different light. Sure, he used examples that were swaying right wing as well, but the book as a whole came across a bit manipulative during these left wing honoring instances.

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  • chris boutte
  • 2020-03-11

Amazing as usual from Jonah Berger

Jonah Berger is one of my favorite authors when it comes to analyzing human behavior, so I just had to get this book on launch day. It was fascinating, and I binged it within the first 24 hours.

This book, as well as his others, aren’t just for marketing. It’s easy to see the wide application of these strategies. For me, it helped me figure out ways to help people want to improve their mental health.

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  • kareem
  • 2020-10-15

A must read for every entrepreneur

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

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  • Sekeles
  • 2020-07-27

Don't say I don't mind, mind your step, and listen

A basic know-how, for NLP, mindsets and characteristics of the "change". A clear presentation of behavior and decision making principals...

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  • Nathaniel Cone
  • 2021-06-04

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.

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  • CharlieSeymourJr
  • 2021-02-17

Need how to change minds? Read. This. Book!

This book starts off on a high level and keeps building! Prof. Berger has a unique way of looking at life and shares it in a fascinating way. Enjoy!

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  • Amazon Customer
  • 2021-02-01

Negative- Pushes Agenda

This book has some good content, but I agree with another reviewer that it pushes a political agenda. I don’t care either way but it was not necessary, felt forced, and created a negative experience. There are better options if you want to learn these concepts. Try Influence by Robert Cialdini.

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  • Amazon Customer
  • 2021-01-24

Illuminating

I think in today’s political climate, where politicians have become prophets, political parties have become religions, social media has become a sounding board and opinions have become substitute for facts; the ability to understand each other’s motivations is imperative to bring back rationality and love for each other. I would highly recommend this book, not as a means for change bf others but for changing ourselves and leading by example.

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  • STEPHEN E.
  • 2020-10-13

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.

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  • Parisien111
  • 2020-08-08

Useful, but could be greatly abridged.

Seems to me that each one of the five chapters could be summarised in a single paragraph. The information is useful nonetheless.