THE CATALYST

How to change anyone’s mind By Jonah Berger Simon 2020

Este libro toma un enfoque en áreas como la empresarial, académica y periodismo. Jonah identifica las barreras clave para el cambio y le llama catalizadores. Aprenderá a cambiar opiniones en situaciones difíciles así como los especialistas en marketing logran sacar nuevos productos que logran llamar la atención.

Algunas de las citas que podrás encontrar:

“Ownership even increases the perceived value of beliefs & ideas. When something is ours we value it
more.”

Berger, J. 2020 The Catalyst, how to changes anyone’s mind. Simon & Schuster Paperbacks 2020
Pág. 66

“Having a tough time changing someone’s mind? Try asking for less rather than pushing more. Dial down
the size of the initial request.”

Pág. 111

“When trying to change minds it’s important to judge the difference between weak and strong
attitudes, applied to products and services, behaviors, ideas, and initiatives that need only little proof vs.
ones that need a lot more.”

Pág. 205

The Catalyst

How to change anyone’s mind

By Jonah Berger