You see, according to the Law of Inertia, an object in motion tends to stay in motion; an object at rest tends to stay at rest. For people, the same holds true.<ul><li class="ql-align-justify">People vote for the candidates they have supported in the past.</li><li class="ql-align-justify">The budget from the previous year serves as the project's foundation.</li><li class="ql-align-justify">The way that investors invest remains consistent.</li></ul>

People Do What They Always Do

If it ain't broke, don't fix it.People are wedded to what they’re already doing. And unless what they’re doing is terrible, they don’t want to switch.To ease endowment, or people’s attachment to the status quo, catalysts highlight how inaction isn’t as costless as it seems.

Endowment 

"To any action there is always an opposite and equal reaction; in other words, the actions of two bodies upon each other are always equal and always opposite in direction."

The Power Of Inertia

When pushed, people push back.People have an innate anti-persuasion system. Radar that kicks in when they sense someone is trying to convince them.To lower this barrier, catalysts encourage people to persuade themselves.Learn about the science of reactance, how warnings become recommendations, and the power of tactical empathy.

Reactance

Another barrier is distance. If new information is within people’s zone of acceptance, they’re willing to listen. But if it is too far away, in the region of rejection, everything flips. Communication is ignored or, even worse, increases opposition.Learn how to find the unsticking points to change minds on the seemingly toughest issues.

Distance

Change often involves uncertainty. To overcome this barrier, catalysts make things easier to try.

Uncertainty

When asked how to change someone’s mind, 99% of the answers focus on some version of pushing. “Present facts and evidence,” “Explain my reasons,” and “Convince them” are common refrains.

In Chemistry, a catalyst is a substance that speeds up a chemical reaction without being consumed by the reaction. Faster change with less energy? It seemed impossible. But it worked, and it revolutionized Chemistry.Causing a change in the social world is about being a catalyst to changing people's perceptions by:<ul><li>removing obstacles that prevent them from acting</li><li>listening and establishing trust</li><li>motivating and relieving pressure</li><li>reducing their anxieties, uncertainties, and hostility </li></ul>

The Catalyst

Imagine people as cars and ideas as roads. Ideas that are welcomed are like roads without potholes. The trip is smooth, fun, enjoyable, and friendly. But when faced with an idea that is difficult to accept, it turns into an inclined road, and it becomes harder for the car to move.So what do we do? Of course, we hit the gas pedal. We push and push and push, and the car still doesn't budge.

Finding The Parking Breaks

The five ways to be a catalyst can be organized into an acronym. Catalysts —<ul><li>reduce Reactance</li><li>ease Endowment</li><li>shrink Distance</li><li>alleviate Uncertainty</li><li>find Corroborating Evidence</li></ul>Taken together, that forms an acronym, REDUCE, which is exactly what great catalysts do. They REDUCE roadblocks. They change minds and incite action by reducing barriers to change.

R.E.D.U.C.E

Rather than knowing "Why hasn’t that person changed already? What is blocking them?", we focus more on the desired outcome that we are consumed with how to push people in that direction.Forcing to push the car on an inclined road is the same as pushing people toward an idea that they don't believe in or don't understand. The more you push, the more they resist.Being a catalyst is about finding those hidden breaks that are preventing the change and eliminating them.

The Uphill Battle

Sometimes one person, no matter how knowledgeable or assured, is not enough. Some things just need more proof. More evidence to overcome the translation problem and drive change. Sure, one person endorsed something, but what does their endorsement say about whether I’ll like it?To overcome this barrier, catalysts find reinforcement. Corroborating evidence.

Corroborating Evidence

A person's mind has never been easy to change. The more we want to convince them, the more we debate and the more evidence we offer. The more we think a little pressure will do the trick, the more we attempt to persuade them.However, pushing or forcing them hardly ever works since they frequently push back. If forcing people is not it, what does the job?

Have you ever thought, "why are people close minded?" or "why can't they see my point of view?" If you did, then maybe this book is for you.

"From the author of New York Times bestsellers Contagious and Invisible Influence comes a revolutionary approach to changing anyone's mind"--

Understand yourself and those around you.

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“Jonah Berger is one of those rare thinkers who blends research-based insights with immensely practical guidance. I am grateful to be one of the many who have learned from this master teacher.” —Jim Collins, author Good to Great, coauthor Built to Last From the author of New York Times bestsellers Contagious and Invisible Influence comes a revolutionary approach to changing anyone’s mind. Everyone has something they want to change. Marketers want to change their customers’ minds and leaders want to change organizations. 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? 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?” The Catalyst identifies the key barriers to change and how to mitigate them. You’ll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organizational culture and how activists ignite social movements, how substance abuse counselors get addicts to realize they have a problem, and how political canvassers change deeply rooted political beliefs. This book is designed for anyone who wants to catalyze change. It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. Whether you’re trying to change one person, transform an organization, or shift the way an entire industry does business, this book will teach you how to become a catalyst.

JONAH BERGER

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