Título: The Catalyst: How to Change Anyone's Mind
Autor: Jonah Berger
Sinopse: “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.
Contexto da obra
Como livro em inglês, esta obra costuma ganhar também uma camada própria de interesse editorial e linguístico. “The Catalyst: How to Change Anyone’s Mind”, de Jonah Berger, publicado pela editora Simon & Schuster, em 2022 e com 288 páginas, integra a categoria Livros em Inglês. Por isso, o interesse da obra tende a se ampliar quando o leitor considera também a relação com a língua em que ela circula.
Editora: Simon & Schuster
Páginas: 288
Ano: 2022-02-01
Edição: Reprint
Linguagem: en
ISBN: 1982108649
ISBN13: 9781982108649
Sobre a editora
Os livros da editora Simon & Schuster revelam uma variedade notável de estilos e temas, transitando entre narrativas ficcionais e obras de não-ficção com forte apelo biográfico e histórico. O catálogo privilegia histórias que exploram transformações pessoais, desafios sociais e momentos decisivos da história, com uma linguagem que ora é densa e reflexiva, ora mais acessível e envolvente. Há uma presença marcante de relatos de jornadas, sejam elas físicas, emocionais ou intelectuais, que convidam o leitor a acompanhar personagens em processos de autodescoberta, superação ou investigação. O tom varia do íntimo e pessoal ao crítico e analítico, com textos que abordam desde conflitos internos até grandes eventos políticos e culturais.
