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The Catalyst


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About the Author

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."
"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."
"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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