The catalyst is Jonah Berger's third book about why some products and ideas catch on, while others don't. In the early 2000s, a company called shoesight.com was having trouble selling shoes online. They decided to tie shipping people shoes for free in an effort to get more customers. The next Big Idea Club aims to help you knock down roadblocks to feeling the power of big, bold ideas.
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.