The Catalyst
How to Change Anyone's Mind
Stop pushing harder and start removing the barriers to change.
Berger argues that the best way to change minds is not to push harder but to reduce the barriers and friction that hold people back. Drawing on research and real cases, he lays out five obstacles to change (reactance, endowment, distance, uncertainty, and corroborating evidence) and how to lower each. The result is a framework for becoming a catalyst rather than a persuader.
Founders constantly need to change minds: of investors, customers, recruits, and skeptics. This book reframes persuasion as removing barriers rather than adding pressure, which is far more effective when selling new products or new ideas.
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