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The Catalyst

How to Change Anyone's Mind
Length: 6 hrs and 30 mins
Categories: Business, Career Skills

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Publisher's Summary

From the author of New York Times best sellers, 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. Startups want to change industries, and non-profits 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 audiobook 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 audiobook is designed for anyone who wants to change someone's mind. 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 audiobook will teach you how to become a catalyst.

©2020 Jonah Berger (P)2020 Simon & Schuster

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