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The Catalyst

How to Change Anyone's Mind

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The Catalyst

Auteur(s): Jonah Berger, Fred Irby
Narrateur(s): Keith Nobbs
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À propos de cet audio

 “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 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 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. Gestion et leadership Marketing Marketing et ventes Réussite personnelle Carrière Entreprise Direction Gestion

Ce que les critiques en disent

"Narrator Keith Nobbs's low-key enthusiasm is the perfect embodiment of this audiobook's enlightening advice on influencing people. Nobbs lets the writing speak for itself, a style that allows listeners to decide how much they want to engage with the ideas of the author, a behavioral science professor. Narrator Fred Irby is similarly effective delivering shorter segments scattered throughout the production. The author says the key to influencing others is to respect their desire to decide for themselves what they think and do rather than feel influenced by others. Using a myriad of lucid examples in the realms of politics, business, and world affairs, he explains how to access motivations in people that are already present by removing common barriers to change."
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If you’re an entrepreneur, this is a book you have to listen to. It is incredible. Love the book.
Next moving to Magic Words by the same writer, hope it’s as good as this one.

Must Listen

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

Good follow up for Influence the book

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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.

Great Book for Understanding People's Decisions

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