IN EPISODE 74:

The key to changing someone's mind isn't to push harder, but to push aside hard issues. In this episode, Jonah Berger explores the science and skills of persuasion and why the most convincing people help others convince themselves. Berger offers practical ways to put people in control of their decision-making while still guiding them to a desired outcome, help others let go of legacy thinking and behaviors, and create a menu of choices to increase adoption rates. After listening to this episode, you'll change your view of how persuasion works.

ABOUT JONAH BERGER:

Dr. Jonah Berger is a world-renowned expert on change, word of mouth, influence, consumer behavior, and how products, ideas, and behaviors catch on. He's a marketing professor at the Wharton School at the University of Pennsylvania and the internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. Popular accounts of his research have appeared in the New York Times, Wall Street Journal, and Harvard Business Review, and he's consulted for organizations like Apple, Google, Nike, Amazon, GE, 3M, and The Gates Foundation.

LINKS:

Website

BOOK: The Catalyst

VIDEO: The smoking kid