Summary of Jonah Berger’s The Catalyst

Milkyway Media

Milkyway Media · AI-narrated by Michelle (from Google)

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Trying to persuade people through pressure often backfires. In The Catalyst (2020), marketing professor Jonah Berger explores the science of change, presenting an alternative approach to traditional persuasion tactics. Instead of exerting more pressure, he suggests acting as a catalyst by removing barriers to change. He introduces five primary barriers to change and demonstrates how to recognize and overcome them, backed up by research, case studies, and practical examples. By understanding why people resist change, we can catalyze it.