Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. He's a world-renowned expert on social influence, word of mouth, and why products, ideas, and behaviors catch on and has published over 50 papers in top-tier academic journals. He has consulted for a range of Fortune 500 companies, keynoted hundreds of events, and popular accounts of his work often appear in places like The New York Times, The Wall Street Journal, and Harvard Business Review. His research has also been featured in the New York Times Magazine's "Year in Ideas."
"An insightful book by one of my favorite authors....I love how
this book presents influence as a way to remove barriers with clear
and elegantly-written examples."
--FORBES.COM
"Berger's approach sets his book apart from the others....Berger
thoroughly explains HOW to catalyze principled persuasion. Therein
is perhaps the greatest value of his rigorous and eloquent
narrative."
--Blogging on Business
"In the new book The Catalyst, Wharton professor Jonah
Berger cites studies showing that orders and warnings often
backfire. In some cases, telling people not to do something made
them want to do it even more. The secret is asking people to look
out--not for themselves--but for the group. We are
hardwired for social connectedness. We have an strong internal
desire to protect 'the tribe' at all costs."
--Inc.com
"If you want to create loyal trusting relationships with customers
and the people in your life, you'll read The Catalyst."
--Small Business Trends
"[A] practical, convincing introduction to the art of
persuasion....This broadly appealing guide will convince general
readers, but will be of particular interest to sales and marketing
professionals."
--Publishers Weekly
"Berger has an optimistic outlook, gently suggesting that great
change agents aren't more persuasive, but they're really
catalysts."
--Fortune Magazine
"Berger draws on research and case studies and offers intriguing
anecdotes...A well-written guide that can be useful in both
business and personal life."
--Kirkus Reviews
"We all know it's hard to change people's minds. But now we know
why: We've been doing it wrong. We're spending too much time
pushing people -- and not nearly enough time removing the
roadblocks to their taking action. In this cogent and compelling
book, Jonah Berger outlines a smarter, more effective approach.
Full of gripping anecdotes, smart science, and savvy advice, The
Catalyst is an essential read for anyone in the business of change.
Added bonus: It's the rare business book that reads like a
page-turner."
--Daniel H. Pink, author of When and To Sell is
Human
"The Catalyst is a fascinating read and a powerful toolkit to help
us change minds, organizations, and hopefully even the world."
--Arianna Huffington, Founder & CEO, Thrive Global
"We've all been frustrated trying to change someone's mind. In this
captivating book, Jonah Berger removes that frustration by showing
us how to remove the barriers to change. The Catalyst will teach
you how to change anything."
--Charles Duhigg, bestselling author of The Power of
Habit and Smarter Faster
Better
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