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How to lower barriers to change when building and selling products — Jonah Berger’s advice for founders

In Depth

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Are You OK? Is There Anything I Can Get You?

Jonah Goldberg: I talked to some hostage negotiators and they had some amazing stories. He says the first thing you want to do is change someone's mind, start with understanding. "The insights from this negotiator, the insights of how this negotiator solves problem, I think is relevant to all of us," he says.

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