SPOTLIGHT: How to Change Anyone's Mind with Jonah Berger

*This episode is an excerpt taken from our 2020 interview.


In this episode of the Talent Angle, author Jonah Berger
discusses his book, The Catalyst, and offers an approach to
changing people’s minds. He argues that we are in an era of
entrenched beliefs, so convincing others or pushing them in a
direction has become ineffective. Instead, one should 
identify the key factors that cause resistance and overcome them
by eliminating obstacles, reducing friction, and removing
roadblocks. Berger identifies the five key barriers that inhibit
change and explains how to reduce them based on his research and
underlying psychology behind each barrier.