The Catalyst by Jonah Berger offers a refreshing alternative to traditional persuasion tactics. Instead of trying to push people toward change, Berger explains how great catalysts reduce barriers that are holding people back. Using the REDUCE framework—Reactance, Endowment, Distance, Uncertainty, and Corroborating Evidence—he explores how to identify and lower these friction points in order to create meaningful behavioral shifts.
Backed by rigorous research and real-world case studies, Berger’s insights span domains from marketing and sales to public health and social change. He explains why giving people agency, narrowing the distance between their current beliefs and new ideas, and providing multiple paths forward can be more effective than brute-force persuasion. *The Catalyst* blends science, strategy, and storytelling into a compelling guide that equips readers with a new lens for facilitating change—making it invaluable for leaders, changemakers, and communicators of all stripes.
