Jonah Berger is a professor of marketing at Wharton and the author of The Catalyst. He says we all have something that we want to change, but often nothing happens. In his new book, he explains what it takes to get people's minds changed.
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.