000			02163nam a2200289 i 4500
003			OSt
005			20210328103901.0
008			210328s2020 enka e 001 0 eng d
020			_a9781471193774 _cRM79.90 _qpaperback
040			_aPPAK _beng _cPPAK _erda
082	0	4	_223 _a158.852
090	0	0	_a158.852 _bBER _dG
100	1		_aBerger, Jonah, _eauthor.
245	1	0	_aTHE CATALYST : _bHow to Change Anyone's Mind / _cJonah Berger
264		1	_aLondon : _bSimon & Schuster, _c2020
300			_ax, 270 pages : _billustrstions ; _c23 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
500			_aIncludes index
504			_aIncludes bibliographical references and index.
505			_tIntroduction -- _t1. Reactance -- _t2. Endowment -- _t3. Distance -- _t4. Uncertainty -- _t5. Corroborating evidence.
520			_aEveryone has something they want to change. Marketers want to change their customers' minds and leaders want to change organisations. 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 organisational culture and how activists ignite social movements, how substance abuse counselors get addicts to realise they have a problem and how political campaigners change deeply rooted political beliefs.
650	1	0	_aInfluence (Psychology)
650	2	0	_aPersuasion (Psychology)
942			_2ddc _cB
999			_c182990 _d182990