The Catalyst

The Catalyst How to Change Anyone's Mind

Paperback (03 Feb 2022)

Save $2.56

  • RRP $12.82
  • $10.26
Add to basket

Includes delivery to the United States

10+ copies available online - Usually dispatched within 7 days

Publisher's Synopsis

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 organisations. 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 organisational culture and how activists ignite social movements, how substance abuse counselors get addicts to realise they have a problem and how political campaigners change deeply rooted political beliefs.

This book is designed for anyone who wants to catalyse 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 organisation, or shift the way an entire industry does business, this book will teach you how to become a catalyst.

Book information

ISBN: 9781471193798
Publisher: Simon & Schuster UK
Imprint: Simon & Schuster UK Ltd.
Pub date:
DEWEY: 153.852
DEWEY edition: 23
Language: English
Sales rank: 7755
Number of pages: viii, 270
Weight: 220g
Height: 130mm
Width: 199mm
Spine width: 23mm