Jonah Berger

of mind leads to tip of tongue.

How can
faster change happen with less energy?

about being a catalyst—changing minds by removing roadblocks and lowering the barriers that keep people from taking action.

But along the way, we tend to forget about the person whose mind we’re trying to change. And what’s stopping them.

Because rather than asking what might convince someone to change, catalysts start with a more basic question: Why hasn’t that person changed already? What is blocking them?

catalysts encourage people to persuade themselves.

You’ll learn about the science of reactance, how warnings become recommendations, and the power of tactical empathy.

To ease endowment, or people’s attachment to the status quo, catalysts highlight how inaction isn’t as costless as it seems.

uncertainty makes people hit the pause button, halting action. To overcome this barrier, catalysts make things easier to try.