452: Jonah Berger on How to Change Anyone's Mind


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By Eric Zimmer|Wondery. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Jonah Berger is a professor at the Wharton School of the University of Pennsylvania. He's an international bestselling author, a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors can catch on.

In this episode, Eric and Jonah discuss his book, The Catalyst: How to Change Anyone's Mind.

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Jonah Berger and I Discuss How to Change Anyone's Mind and …

  • His book, The Catalyst: How to Change Anyone's Mind
  • How people change
  • That most decisions that we make are shaped by other people
  • The major mistake most of us make when it comes to trying to change behavior in ourselves and others
  • How to create change by reducing the barriers and energy required
  • Feeling like we should do something vs because we want to do something
  • People's zones of acceptance and rejection
  • What it means to "highlight a gap" and how it can help us change
  • How the costs of change often come due before the benefits of change are experienced
  • What factors drive Identification vs Differentiation

Jonah Berger Links:

Jonah's Website



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If you enjoyed this conversation with Jonah Berger, you might also enjoy these other episodes:

Mimetic Desires in Everyday Life with Luke Burgis

Effectively Thinking Ahead with Bina Venkataraman

584 episodes