The Catalyst: How to Change Anyone's Mind

The Catalyst: How to Change Anyone's Mind by Jonah Berger

A catalyst makes it easier for a chemical reaction to take place. In the context of this book, a catalyst makes it easier for somebody to change their mind. Often, we try to push changes on people. We present more evidence to try to convince them that our view is correct. However, this will often lead them to build up greater protection. A better solution is to help bring down their barriers to change and let them change their own mind. The author presents an example of a swat team vs. hostage negotiator. The team is ready to come in with violence. The negotiator simply talks with the suspect and gets them to come out on their own.

The book includes examples from marketing, youth culture, politics and more. People often have risk aversion and favor things they already have. Making returns easy helps reduce the barrier to purchase. these leads to greater sales. People are also less willing to return things they already have. People are also likely to follow trends of their peers. Kids don't listen to adult advice about not smoking, but other kids do a good job convincing them.

The points in the book make sense, however the execution can be challenging.