Catalyst av Jonah Berger

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<B>From the author of <I>New York Times</I> bestsellers <I>Contagious</I> and <I>Invisible Influence</I> comes a revolutionary approach to changing anyone’s mind.</B><BR/><BR/> Everyone has something they want to change. Marketers want to change their customers’ minds and leaders want to change organisations. Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way?<BR/><BR/> This book takes a different approach. Successful change agents know it’s not about pushing harder, or providing more information, it’s about being a catalyst. Catalysts remove roadblocks and reduce the barriers to change. Instead of asking, “How could I change someone’s mind?” they ask a different question: “Why haven’t they changed already? What’s stopping them?”<BR/><BR/><I>The Catalys