Changing Minds in Sales, Marketing, and Business

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Marketing Podcast with Jonah Berger
Podcast Transcript

On this episode of the Duct Tape Marketing Podcast, I visit with author and Wharton School Professor Jonah Berger.

Berger is the best-selling author of three books, including his latest The Catalyst: How to Change Anyone’s Mind. As an academic and a marketing expert, Berger has been studying human and consumer behavior for decades.

So much of what happens in business is about changing people’s minds. Marketers and salespeople want to convince consumers to buy their product or service. Bosses want to convince employees to give their new business strategy a try. But when we go to change people’s minds, we often focus on pushing them towards our way of seeing things.

In reality, trying to force someone to see things our way is the quickest way to get them to put up their defenses. To effect change, we need to take a different tack. Berger stops by the podcast to share the methods that are actually likely to get people to reconsider their stance and take a second look at your point of view.

Questions I ask Jonah Berger:

  • You’ve been called a “world-renowned expert on change.” What’s the training for that?
  • Why do people resist change so much?
  • How would you codify helping people make change?

What you’ll learn if you give a listen:

  • What understanding others has to do with effecting change.
  • Why offering guided choices can help to facilitate change.
  • What the five main obstacles to change are, and how you can counteract several of them.

Key takeaways from the episode and more about Jonah Berger:

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Jonah Berger, The Catalyst

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