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The Catalyst: How to Change Anyone’s Mind with Jonah Berger

Everyone has something they want to change. Sellers want to change customers' minds, and leaders want to transform organizations. But change is hard. We push and push, but often nothing happens. Could there be a better way?

Dr. Jonah Berger, bestselling author and renowned marketing professor at the Wharton School of Business, introduces a revolutionary approach to change that focuses less on exerting force and more on removing barriers, reducing friction, and lowering the hurdles to action. Discover the five hidden factors that impede change and how you can become a catalyst to changing anyone's mind in the real or virtual world by mitigating them.