Free Download Jonah Berger, "The Catalyst: How to Change Anyone's Mind"
English | ISBN: 1982108649 | | pages | AZW3 | 3 MB
"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?"
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