414: Jonah Berger | How to Change Anyone's Mind


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Jonah Berger (@j1berger) is a professor at Wharton and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He's also a bestselling author; his latest book is The Catalyst: How to Change Anyone's Mind.

What We Discuss with Jonah Berger:

  • How the ingrained anti-persuasion radar we all possess makes it harder for us to follow even the best advice.
  • Why providing someone with a "menu" of options is a far more effective method of persuasion than giving them a single option.
  • While pushing works well when we want to move furniture, we're better off identifying obstacles and removing them when we want to guide another person in a certain direction.
  • How effective advertising overcomes our anti-persuasion radar and gets us invested in the idea of buying products.
  • Why most anti-smoking campaigns have an effect opposite of their intentions, and how a Thai campaign cleverly adopted a tactic that actually worked.
  • And much more...

Full show notes and resources can be found here: jordanharbinger.com/414

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