"We all want to make an impact. We want to bend the world with the force of our will," he says. "But it would be far more useful to be able to actually change other people's minds now and then" He adds that unlike chairs, when you push people, they tend to push back. And so what else can we do? Chemists often add temperature and pressure to speed up changes in a chemical reaction.
Businesses want people to buy their products. Parents want their kids to eat their vegetables. We all want to convince someone to do something. So we push and we prod – but often to no avail. Wharton marketing professor Jonah Berger says there’s a better way. In this high-speed conversation with Rufus, he lays out his formula for removing barriers to change.