We all have this kind of built in anti-persuasion radar. We're just highly skeptical when we think someone's trying to persuade us of something. When you tell people not to do something, it often makes them more likely to do it. As soon as we try to influence someone else's behavior, it impinges on their ability to see that behavior as driven by themselves.
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.