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    Description

    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 organisations. 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?”

    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 organisational culture and how activists ignite social movements, how substance abuse counselors get addicts to realise they have a problem and how political campaigners change deeply rooted political beliefs.

    This book is designed for anyone who wants to catalyse 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 organisation or shift the way an entire industry does business, this book will teach you how to become a catalyst.

    PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

    ©2020 Jonah Berger, Fred Irby (P)2020 Simon & Schuster UK

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    Notations
    Global
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    Commentaires - Veuillez sélectionner les onglets ci-dessous pour changer la provenance des commentaires.

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    • Global
      5 out of 5 stars
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    • Guy
    • 23/09/2021

    Great Book !

    Loved that book and the performance, it gave me a lot of understanding on human beings. I listen to it many times.

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    • Global
      2 out of 5 stars
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      2 out of 5 stars
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    • Walter Myers III
    • 23/03/2020

    Progressive bias that isn't even subtle

    I got about halfway through the book before I finally concluded that while perhaps not the primary goal, the secondary goal of this book was to push progressive ideas. In examples where he brought in political issues, his progressive ideology became abundantly clear: conservatives are backward fuddy-duddies with leanings against homosexual/transgender rights and towards fascism, while progressives are reasonable people with socially liberal views. In the example of abortion, he tells the story of U.S. Senator Jeff Merkley picking off incumbent Republican Senator Gordon Smith in 2009 by using abortion as a wedge issue. The strategy was to get the "movable middle" to bite on "abortion rights" by making Smith's position seem extreme. Aside from the fact that I feel this was an inappropriate example, Berger clearly thinks the "pro" vs. "anti" abortion issue is as inconsequential as deciding whether to have granola or corn flakes for breakfast. Being pro-abortion is about protecting the most innocent of human life, and for Berger to have such a cavalier, unfeeling position on a barbaric procedure went too far in my book. Besides, I think he grossly mispresents the conservative/Republican view on this and other issues, as there is much more thoughtfulness and nuance that he truly seems to miss (and whether that is willful or purely by accident, it is nonetheless unacceptable to me).

    3 personnes ont trouvé cela utile

    • Global
      5 out of 5 stars
    • Interprétation
      4 out of 5 stars
    • Histoire
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    • H.B.
    • 15/03/2020

    Good audiobook but I disliked the second narrator

    I have all the audiobooks by Berger, a professor of marketing.
    His work is recommended as generally good.
    Here the audiobook is good, although I did NOT like the SECOND narrator, the "case study" voice (Irby).
    Berger gives at times the impression he cares for leftist causes more than some may find acceptable: he ought to avoid this error next time as I find no trace of it in previous books.

    2 personnes ont trouvé cela utile

    • Global
      5 out of 5 stars
    • Interprétation
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    • Histoire
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    • ROBERT MARTINELLI
    • 16/05/2021

    How to be a positive influence for change.

    As a student of learning, this book helped me understand why I often get stuck in my own world of beliefs. I've listened to this audio 3 times and now I can say that change has come albeit slower than I hoped.

    • Global
      5 out of 5 stars
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    • Utilisateur anonyme
    • 17/01/2021

    Another Classic from Berger

    I knew about Jonah Berger by chance. But I'm happy I came about this guy. Reading Contagious was a tremendous experience for me. Listening to this has made my heart stop a number of times.

    I've listened to this more than 8 times, made notes, but every time, it still feels as though I not done with this book. The wisdoms Berger shared are profound. The researches he cited are relatable. And the story he told are so palpable.

    One thing you will also enjoy in this book is the structure. There's a story, a research to illustrate the story, an 'How To' section and a case study to surface the ideas.

    I live in Nigeria. Not been able to access the hard copy. But I have ordered this book. Everybody should have it in their liberty.

    • Global
      4 out of 5 stars
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    • Robert Walters
    • 14/01/2021

    Good, but imbalanced

    He spends too much time selling the idea, and not enough time teaching it. He tends to spend a lot of time with the "look how this method can work in extreme situations" but not enough time, in my opinion, discussing scenarios that most people would encounter (assuming they aren't marketing professionals). Also the book is repetitive, and could be shortened by like 25-35%.

    • Global
      5 out of 5 stars
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    • Nita
    • 30/08/2020

    Read the full book, summery won’t do justice

    This great book with examples. It may feel boaring to hear all example but it help grasp the key points of REDUCE.

    • Global
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    • Armen Topchyan
    • 07/08/2020

    Wonderful

    So on point, it seems like common sense but its backed by science and practical tactics.

    • Global
      5 out of 5 stars
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    • Payam L.
    • 26/07/2020

    Woooow! These principles are an absolute Gold Mine

    This audiobook was absolutely priceless. as a small biz owner and specially in today's COVID world, its a struggle to get potential clients to pass the noise and see the value in your prods & services. This book breaks it down to the perfect chunks and stepping stones, how to properly shift their mind. Absolutely loved it. starting round 2 of listening again!!

    • Global
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    • Derrick Leong
    • 29/06/2020

    Interesting and instructiv

    I enjoyed listening to this book. The narrator was engaging and stories interesting. There were portions where it was slow, however the ending never disappeared. I found the author helped me to articulate some of what I was already doing and in doing so has enabled me to own the skill and take it to the next level. Recommend this book to anyone looking to lead any change initiative.

    • Global
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    • Kindle Customer
    • 29/05/2020

    Great book

    I personally love this book. It gives principles followed by examples of how people have changed attitudes and behaviors of a variety of people. I liked the acronym that they provide as well.