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The Catalyst: How to Change Anyone's Mind

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Format: Paperback


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“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. Read more


Publisher ‏ : ‎ Simon & Schuster; Reprint edition (February 1, 2022)


Language ‏ : ‎ English


Paperback ‏ : ‎ 288 pages


ISBN-10 ‏ : ‎ 1982108649


ISBN-13 ‏ : ‎ 49


Item Weight ‏ : ‎ 12 ounces


Dimensions ‏ : ‎ 5.5 x 0.72 x 8.38 inches


Best Sellers Rank: #29,751 in Books (See Top 100 in Books) #60 in Business Decision Making #110 in Decision-Making & Problem Solving #561 in Leadership & Motivation


#60 in Business Decision Making:


#110 in Decision-Making & Problem Solving:


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Top Amazon Reviews

    • People REALLY hate being told what to do...what to do about it
Synopsis: In Jonah Berger’s next foray into how ideas catch on, Catalyst outlines the psychology behind why people AREN’T persuaded and what techniques and tools one can use to overcome barriers and persuade people to your thinking. The book dives into 5 barriers to persuading someone and ways to overcome those barriers: Reactance - people don’t want to be told what to do Endowment - people have difficulty letting go of what they know Distance - people will only believe new ideas that are close to their Uncertainty - people are less likely to accept something new if they are uncertain of the outcome Corroborating evidence - people need to see evidence of success from a variety of sources they trust (the entire book is a great illustration of this area since Berger provides a variety of examples of these areas coming to life and how the techniques he calls out helped to overcome each companies issue). What the book did well: the book has a great format. Berger explains the psychological reasoning behind each barrier, the general strategy to overcome that barrier and then the tools & techniques that could be used to execute the strategy. It’s not an exhaustive list of techniques but its the few he has seen to be most successful. There is a nice summary chart in the back of the book that, if shared online, might actually hurt book sales, unless you are someone who needs a lot of corroborating evidence before they will believe or try something new. How the book could be improved: I think Berger got the order wrong. Persuading someone about a new idea or product starts with what they currently believe and what they would be willing to believe. Berger uses the perfect example of hard line Democrats and Republicans. They have firm beliefs on their side of the political spectrum and are reticent to believe many of the things the other side is saying. So trying to convince them the opposing side’s view is correct will never work. Start with something that aligns with what they already believe or is within their Field of Acceptance and moves them slightly down the Field of Acceptance. If its not in the Zone of Acceptance, they will never believe it or be persuaded by it, no matter what techniques you use. Starting with that as the core would provide a better attack plan for persuasion than the current set up that was undoubtedly created to form a pneumonic device (REDUCE) to make the concepts easier to remember. Some seasoned marketers and sales people may find this book simple and rudimentary, but this book is great for anyone looking for a starting book for sales and persuasion before moving on to heavier tomes like Grant Cardone's Sell or Be Sold. Surprising Insight: I read this book at the height of the mask debate. The debate showed just how much people hate being told what to do even if the corroborating evidence says it could save your life. Getting a person to think of the idea as their own or giving them choice is easily the most powerful technique you could employ. Recommended for: Early career client services professionals, technicians moving into management roles, parents or anyone who wants to persuade somebody else! ... show more
Reviewed in the United States on December 23, 2020 by Corey Buller
    • Fantastic book
Thai book is probably my favorite sales and life book - it is an easy read and has some compelling and excellent ideas and use cases on how people think and what can be done to include decisions. Solid for a parent or for anyone in sales.
Reviewed in the United States on March 18, 2023 by Honest Reviews
    • Two months after reading the book, I've changed my mind about my first 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. ... show more
Reviewed in the United States on April 13, 2020 by Matt
    • Love this
Amazing book. Brings a lot of consciousness on how to help p pole change their minds and guide them to a good outcome. Excellent service and speed from the seller.
Reviewed in the United States on January 16, 2023 by luis jimenez
    • My new book looks worn out already
Took this to read on a plane flight to a cruise and couldn't put it down. I've been in sales training and development for 30 years and the tips in here were invaluable. I've highlighted, written in the margins, circled dozens of phrases and footnotes and have it bent out of shape. It's one of the top books in my library. ... show more
Reviewed in the United States on August 5, 2022 by The Comic Whisperer

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