Excerpt from The Catalyst by Jonah Berger , plus links to reviews, author biography & more

Rather than trying to convince senior management how important customer experience is, Jacek eased their uncertainty. Not by pushing or providing more facts and figures, but by being a catalyst and enabling management to experience it themselves. By lowering the barrier to trial and helping senior management try out what he was suggesting.

And through these efforts, Jacek did something that often seems impossible. He changed the boss's mind.

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So far, we've discussed how to reduce reactance, ease endowment, shrink distance, and alleviate uncertainty. Next we examine the last barrier catalysts frequently face. And that is situations where there is not enough evidence.

From The Catalyst by Jonah Berger. Copyright © 2020 by Social Dynamics Group, LLC. Excerpted with permission by Simon & Schuster.