Jonah Berger, professor at the Wharton School of the University of Pennsylvania, says that most of us aren’t approaching persuasion the right way. Pushing people to behave how you’d like them to or believe the same things you do just doesn’t work, no matter how much data you give or how many emotional appeals you make. Studying both psychology and business, he’s found better tactics for bringing people over to your side. One of the keys? Asking questions so people feel like they’re making the decision to change. Berger is the author of the book The Catalyst: How to Change Anyone’s Mind. (https://www.amazon.com/CatalystHowC...)

This episode originally aired on HBR IdeaCast on August 11, 2020.

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A weekly podcast featuring the leading thinkers in business and management.

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Chapters:
00:00 – Intro
1:36 The Most Common Persuasion Mistake...
5:12 – ...and How to Overcome It
8:17 Possible Scenarios and Persuasion Techniques
18:15 – The Art of Being Subtle
20:02 – How to Negate Your Stubbornness
26:51 Outro



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