Have you tried to convince someone to change their behaviour or viewpoint lately? It happens more often than you think. Whether it be giving feedback at a performance appraisal, discussing which projects to cut at an annual review, or just getting your child to eat their vegetables. Did it work?
Jonah Berger (@j1berger) gives you a framework to try the next time you fail to get someone to change. His latest book the Catalyst introduces the REDUCE framework :-
- reduce Reactance
- ease Endowment
- shrink Distance
- alleviate Uncertainty
- find Corroborating Evidence
He also has some great case studies to illustrate these points. I highlight the example of a rabbi persuading the leader of the local Klu Klux Klan to resign.
These, and more, are useful lessons if you are in business, or in business school.