EAN: 9781982143183

THE CATALYST - JONAH BERGER KARTONIERT (TB)

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.

Aktuelle Preise zur EAN 9781982143183

Produktinformationen zur 9781982143183