Catalyst: How to Change Anyone's Mind by Jonah Berger (Paperback)

The Catalyst by Wharton professor Jonah Berger, bestselling author of Contagious, explores how to change minds. Rather than pushing harder, Berger argues that the most effective approach is to remove the barriers that hold people back. Drawing on research and real stories, it offers practical guidance for leaders, marketers and anyone who wants to persuade. Paperback from Simon & Schuster.