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.