** spoiler alert ** Few great strategies convincing people how easy is to upgrade their life and what are common misconceptions behind arguing why they should make the change. Definitely worth whenever you're working with not yet aligned people in your circles. >Jonah Berger found that there are five barriers keeping individuals and organizations from moving from inertia to action >when people feel restricted, they react back to regain the perceived threat on their freedom. >What people consider in the face of change is known as “switching cost.” We subconsciously compare the potential losses to the potential gains to see which outweighs the other. >what can you do as a catalyst to make people move from inertia to action? >There are two things you could do: (1) surface the cost of inaction, and (2) burn the ships. >People will continue doing what they are doing — or not doing — until an external force comes to remove that inertia.

"The Catalyst: How to Change Anyone's Mind" (2020) é o segundo livro de Jonah Berger que leio, longe de ser tão bom como o primeiro — “Contagious: Why Things Catch On” (análise VI) — não deixa de ser imensamente interessante. O livro é pequeno e apresenta um modelo de intervenção persuasiva, por meio do acrónimo REDUCE que resume 5 princípios — "Reactance - Endowment - Distance - Uncertainty - Corroborating Evidence "— que são discutidos, um por capítulo, e suportados com exemplos relevantes, ainda que por vezes acabem roçando o anedótico. ... ...continuar a ler no blog: https://virtual-illusion.blogspot.com...

Change is hard, because people tend to overvalue what they have: what they already own or are already doing. In fact, the longer people do or own something, the more they value it. The longer homeowners have lived in a home, for example, the higher they value it over the market price. The more they become attached to it, the harder it becomes to give it up. The above quote is from Jonah Berger’ bestseller book “The Catalyst: How to Change Anyone's Mind”. For more highlights from this book: https://myhighlightz.blogspot.com/202...

Quite informative book for anyone who is interested in understanding how behaviour change happens.

This book shared many of the same stories covered in other related books around persuasion, change, and innovation. For those that aren’t familiar with them, it will be an easy, eye-opening book. For those like myself who are familiar with those stories, I think it’s still a quick and useful read. I often struggle to connect with frameworks but the REDUCE framework he uses to summarize how to create change by removing obstacles rather than pushing harder, is actually quite memorable. As with most books that espouse “acronymized” toolkits, he force-fits a few examples. But overall it’s a useful book for anyone in design, marketing or business.

Interesting book on the topic of persuasion and at the same time it's a manifesto in favor of listening to people who hold opposing views and engaging with them. I would read it again in paper format.