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.