Best The Catalyst: How to Change Anyone's Mind By Jonah Berger
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Ebook About “Jonah Berger is one of those rare thinkers who blends research-based insights with immensely practical guidance. I am grateful to be one of the many who have learned from this master teacher.” —Jim Collins, author Good to Great, coauthor Built to Last 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 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 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.Book The Catalyst: How to Change Anyone's Mind Review :
I struggled with what rating to give this book. At times, I was tempted to give 2 stars; at others, I thought about giving 4 stars. Here’s why I finally decided on 3:As for the content itself, it covers the fundamentals and does so fairly well. If you want an overview of change management then I think this is probably a decent place to start. In fact, the reason I decided to give this book 3 stars instead of 2 is because the REDUCE acronym is quite useful; additionally, there were some genuinely useful questions included in the Appendix for how to apply the framework.Overall, however, the book felt like it was a good article that got word-smithed into book length. I don’t mean for that to sound so critical, but that’s the thought I kept having throughout the book. Perhaps part of the problem is that, in my opinion, there are far more content-rich books on the topic already. For example, if you’ve read Influence or Pre-Suasion by Cialdini, then you probably already know 95%+ of the content in this book.Additionally, I felt the approach taken to change management was simply too surface-level to be useful in disparate situations. If you’re interested in negotiation, then reading Getting More by Stuart Diamond or Never Split the Difference by Chris Voss would be more useful. If you’re navigating a complex B2B sale, then Maverick Selling Method by Brian Burns or Strategic Selling by Miller & Heiman might make more sense. If you want to improve your pitch, then pick up Pitch Anything and Flip the Script, both by Oren Klaff. If you want to deeply understand behavior design, then Atomic Habits by James Clear and Tiny Habits by BJ Fogg would be the place to start.It’s not that I don’t like this book, and if I were earlier in my journey of learning about persuasion and influence, then this would probably be a great place to start. I’m just not convinced it adds enough value for me to recommend it as a must-read for those who are deeply interested in becoming as effective as possible in change management. A good primer, I suppose, but you’ll need to pick up some of the books I mentioned if you want to go further.5/17/20 UPDATE: I've decided to raise my review to 4 stars. The reason for the change is that I've found myself mentally using the REDUCE acronym multiple times per week as a proxy for remembering to reduce friction in my persuasion encounters. While I already knew the concept, I have to admit that the acronym has been a useful way to do a quick self-audit. At the end of the day, I believe that behavioral change is the ultimate arbiter for whether something is useful or not. The fact that reading The Catalyst has had an actual effect on my behavior means - at least to me - that I was wrong in my initial review. As a court-appointed and private practice mediator, I wish everybody would read this book. The world would be a much better and more peaceful place if that ever came true.The process of mediation requires parties to change their stance from dwelling on their grievance to mutually problem-solving where the problem is the dispute. The barriers to changing people’s minds for selling or other demands described in this book also exist in mediation. I doubt that in all the books I’ve read on meditation techniques added to all the continuing education courses I’ve taken, that I’ve read better descriptions of these barriers and how to address them than in this book.This book’s relevance extends well beyond sales or politics but into every aspect of your life. People who finish a basic mediation course lasting 40 hours almost universally report that the techniques they learned have made their work and family lives better and more harmonious. Here you can save yourself 40 hours and between $600 and $1,000 by both reading and practicing the methods the author presents so well here.Please understand that understanding isn’t the same as the application. Many people take the basic courses but then can’t apply what they’ve been exposed to. Others can and do but only in their private lives which is likely less difficult than in a formal mediation setting. So realize that learning how to overcome barriers to resolution isn’t easy peasy for most and impossible for some. Techniques such as the most valuable reframing are often vastly difficult to impossible for many to master.So while the information you need to be the catalyst the author uses as a metaphor for being an agent of change exists within this book and therefore is accessible to all, application of the needed techniques will come in varying degrees to different people. Still, everybody will gain at least some insight into getting people to reconsider their attitudes or positions and so my wish that everybody on this planet read this book. I don’t mean read it to gain power over others but to understand why people dig in to their positional stances.With understanding comes respect for those positions which you may consider dysfunctional while those holding them view as sacred. Respect and understanding equal peace. It’s a better way to live.It's easy for me to give this book my highest recommendation. 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