❴PDF❵ ✓ The Catalyst Author Jonah Berger – Livre-game-of-thrones.co

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    No one is ever satisfied with others Everyone wants others to change It s the way of the world, from social programs to closed minded managers to sales reps to elections Everyone wants everyone else to see it their way Jonah Berger tries to bring successful change tactics to this conundrum in The Catalyst I m not sure he succeeds He needs to apply them to me, I guess.The book is a collection of tactics, assembled in anecdotes People all over the world try new approaches to old problems, and sometimes they succeed The change agents don t have to be academics or professionals They just have to think outside the box Sometimes you can move mountains that way.It starts off well, telling readers they might be asking the wrong questions What they really should be asking is Why weren t people doing this in the first place What was stopping them This puts any problem in a very different light, and can lead to innovative approaches As opposed to telling them they re just wrong and this other way is clearly and obviously better Could be smoking or gay rights or politics persistent badgering does not work.My favorite example of breaking down a firm conviction comes from Thailand, where a local health initiative with essentially no money used children to ask for a light for their cigarette Many of the smokers they approached refused and actually lectured the kids on the dangers of smoking At which point the children handed them a small piece of paper, folded in four, which contained the contact information for the health center that wanted to help them quit Apparently the phones lit up continuously all throughout the campaign and continued to long after All the ads in the world couldn t change their minds over decades, but a child pointing out their own hypocrisy did the trick.The basic problem is that people don t like to be told what to do they like to think it s their own decision So hammering them doesn t work and often simply reinforces their stand Finding common ground and switching the scenario to the one at hand can succeed far effectively Berger has a small shopping list of tactics that have worked for someone, somewhere, at some point But not always and not everywhere.As in so many of these summary books, the author has stacked the anecdotes to make their points Because hindsight is so keen But you could just as easily use the same evidence to come to the opposite conclusion For example, in the Brexit referendum, you might think that leaving would be too much of a change, taking voters out of their zone of acceptance the range of possibilities voters might find acceptable Or you might find the slogan Take Back Control was so appealing, it overcame the lies put forward on the famous red campaign bus It claimed Britain contributed than twice as much to Europe as it actually did Or you might say the lies fooled voters into thinking they were making a genuine decision on their own On the other hand, confirmation bias would have had voters thinking why they should believe any of this at all Consider the source Nigel Farage, Boris Johnson And on still another hand, the force of inertia is dependable for rejection of radical change No matter how bad things are, better the devil you know Then, there s reactance Spouting all these supposed negative effects and figures would normally reinforce voters positions coming in, as Leave was the strange new concept after 50 years of European co operation And since polls showed all along that voters would choose Remain by ever narrowing margins, it is true , the bleatings of the Leave crowd should have just reinforced the will to Remain.So all of these italicized factors that Berger employs to change minds come into play in Brexit How to evaluate their effectiveness Berger gives the impression it was the slogan Take Back Control that changed minds most Leave won, of course, but only a quarter of eligible voters chose Leave, as two thirds weren t even moved enough to vote So it hardly caused a major shift in public opinion.The point is, you can find a scenario that works and proves the method after the fact.The book includes the heartwarming stories of a rabbi and his wife who turned a Klansman threatening their lives, by offering him help, which apparently no one had ever done before And a Florida canvasser who turned a macho South American from voting against transgender rights by revealing herself as gay, and empathizing with the discrimination the man was going through because his wife was disabled So it definitely has its moments They boil down to a common basis To truly change something, you need to understand it.The Catalyst is harmed by Berger s longwinded setups that seem to say the reader knows nothing and everything must be spoonfed at length in the most basic terms He makes it too easy to skip ahead It also suffers from cutesy management speak Rather than be straight with readers, Berger creates the totally forgettable acronym REDUCE to encompass reactance endowment distance uncertainty corroborating evidence Great for consultants, not so much for book buyers It becomes yet worse when he writes cheesy things like if you re stepping on the gas and making no forward movement, check the parking brake So The Catalyst is a mixed bag an eyeroller as well as an inspiration.David Wineberg

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The Catalyst summary pdf The Catalyst , summary chapter 2 The Catalyst , sparknotes The Catalyst , The Catalyst 45a20e8 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 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

  • Hardcover
  • 288 pages
  • The Catalyst
  • Jonah Berger
  • 22 September 2018
  • 9781982108601