The Catalyst: How to Change Anyone’s Mind by Jonah Berger. Jonah is a marketing professor at the Wharton School at the University of Pennsylvania. Catalysts are agents for change and the goal for this book. Above all, to change the mind of an individual even on the most contentious issues is proving even more challenging during a pandemic.
While not having read Jonah’s other books (yet) his efforts simply introduce new approaches. Jonah’s approach has a more personal view.
In contrast, How Not to Be Wrong: The Power of Mathematical Thinking by Jordan Ellenberg is a more mathematical approach to change. So, I believe both work across unique audiences. Certainly, there is no one size fits all solution today as the power of an AI driven internet customizes the delivery of news and information.
Be a catalyst for change. Many times we face challenges that require change. Further, there are a series of books about this and their recommendations to make change run far and wide.
Subsequently, Jonah makes a valid effort to find meaningful ways to make that change. He outlines ideas that should appeal to anyone who finds themselves stuck in a rut and finding no success. Change is hard.
Catalyst has an approach that certainly reminds me of Switch by Dan and Chip Heath. Some lessons reveal his own resistance to change as illustrated in his story about upgrading his mobile phone. But it crossed my mind that this story is not about being a catalyst, but rather procrastinating. It is in this story that recalling the lessons of Wait by Frank Partnoy.
Be the change that you wish to see in the world
Gandhi
For example, the Catalyst lesson of a rabbi helping a member of the Nebraska KKK to renounce an extremist past is by no doubt a powerful lesson that a catalyst can face initial overwhelming odds yet overtime watch a transformational moment develop.
On the other hand, it is possible that Grit by Angela Duckworth or even Drive by Daniel Pink is what is really needed today to be an effective catalyst for change.
Moreover, Jonah writes about drug interventions and movements to bring smokers the awareness of health related issues. Certainly, both topics serve as strong reminders, or potential new ideas for people seeking help in addressing similar issues.
In short, Jonah has built an acronym outline of roadblocks to address his lessons as REDUCE: Reactance | Endowment | Distance | Uncertainty | Corroborating Evidence.
In conclusion, results will not come overnight. Certainly change is not easy. If you are unwilling to make adjustments to influence that change, then reconsider that change you seek.
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