The Catalyst: How to Change Anyone's Mind 催化剂：如何改变任何人的想法

基本信息

Format: Paperback| 288 pages  

Dimensions: 130x 198x 22mm| 236g  

Publication date: 03 Feb 2022 

Publisher: Simon & Schuster Ltd 

ISBN: 9781471193798

页面参数仅供参考，具体以实物为准

内容简介

来自《纽约时报》畅销书《传染性》和《无形的影响力》的作者，为改变任何人的思想提供了一种革命性的方法。每个人都有他们想要改变的东西。营销人员想改变他们客户的想法，领导人想改变组织。

创业公司想改变行业，非营利组织想改变世界。但改变是困难的。通常情况下，我们劝说、施压和推动，但没有任何行动。

是否有更好的方法？本书采取了一种不同的方法。成功的变革者知道，这并不是要更努力地推动，或提供更多的信息，而是要成为一个催化剂。催化剂能消除路障，减少变革的障碍。

他们不问 "我怎样才能改变别人的想法？"而是问一个不同的问题。"为什么他们还没有改变？是什么阻止了他们？"催化剂确定了变革的关键障碍以及如何减轻这些障碍。你将学习催化剂如何在艰难的情况下改变人们的想法：人质谈判者如何让人们举起双手出来，营销人员如何让新产品流行起来，领导者如何转变组织文化，活动家如何点燃社会运动，药物滥用顾问如何让成瘾者意识到他们有问题，政治活动家如何改变根深蒂固的政治信念。本书是为任何想要催化变革的人设计的。

它提供了一种强大的思维方式和一系列的技巧，可以导致非凡的结果。无论你是想改变一个人，改造一个组织，还是改变整个行业的经营方式，本书都会教你如何成为一个催化剂。

From the author of New York Times bestsellers Contagious and Invisible Influence comes a revolutionary approach to changing anyone's mind. Everyone has something they want to change. Marketers want to change their customers' minds and leaders want to change organisations.

Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves.

Could there be a better way? This book takes a different approach. Successful change agents know it's not about pushing harder, or providing more information, it's about being a catalyst. Catalysts remove roadblocks and reduce the barriers to change.

Instead of asking, "How could I change someone's mind?" they ask a different question: "Why haven't they changed already? What's stopping them?"The Catalyst identifies the key barriers to change and how to mitigate them. You'll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organisational culture and how activists ignite social movements, how substance abuse counselors get addicts to realise they have a problem and how political campaigners change deeply rooted political beliefs. This book is designed for anyone who wants to catalyse change.

It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. Whether you're trying to change one person, transform an organisation, or shift the way an entire industry does business, this book will teach you how to become a catalyst.

作者简介

乔纳·伯杰是宾夕法尼亚大学沃顿商学院的营销学副教授。他的研究发表在学术期刊上，关于他的工作的流行描述出现在《纽约时报》、《华尔街日报》、《科学》、《哈佛商业评论》等。他的研究还被刊登在《纽约时报》杂志的 "思想年 "中。伯杰在学术和教学方面都获得了许多奖项。他是《传染性》和《无形的影响》的作者，住在宾夕法尼亚州的费城。

Jonah Berger is an associate professor of marketing at the Wharton School at the University of Pennsylvania. His research has been published in top-tier academic journals, and popular accounts of his work have appeared in The New York Times, The Wall Street Journal, Science, Harvard Business Review, and more. His research has also been featured in the New York Times Magazine's "Year in Ideas." Berger has been recognized with a number of awards for both scholarship and teaching. The author of Contagious and Invisible Influence, he lives in Philadelphia, Pennsylvania.