Jonah Berger on How to Change Anyone's Mind

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Jonah Berger is a professor at the Wharton School of the University of Pennsylvania. He's an international bestselling author, a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors can catch on.

In this episode, Eric and Jonah discuss his book, The Catalyst: How to Change Anyone's Mind.

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Jonah Berger and I Discuss How to Change Anyone's Mind and …

• His book, The Catalyst: How to Change Anyone's Mind
• How people change
• That most decisions that we make are shaped by other people
• The major mistake most of us make when it comes to trying to change behavior in ourselves and others
• How to create change by reducing the barriers and energy required
• Feeling like we should do something vs because we want to do something
• People's zones of acceptance and rejection
• What it means to "highlight a gap" and how it can help us change
• How the costs of change often come due before the benefits of change are experienced
• What factors drive Identification vs Differentiation
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Jonah Berger Links:

Jonah's Website

Twitter

Instagram

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If you enjoyed this conversation with Jonah Berger, you might also enjoy these other episodes:

Mimetic Desires in Everyday Life with Luke Burgis

Effectively Thinking Ahead with Bina Venkataraman

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