Guy Kawasaki's Remarkable People Dr. Jonah Berger: Wharton Professor, best-selling author, and world-renowned expert on change
Jan 27, 2021
Dr. Jonah Berger, a Wharton marketing professor and bestselling author, dives into the science of change and influence. He reveals his personal struggle with status quo bias exemplified by his iPhone dilemma. Berger shares how lowering barriers can make new choices the default, discusses the REDUCe framework for overcoming barriers to change, and highlights the importance of listening over pushing. He explains the pitfalls of reactance using Tide Pods as a case study and emphasizes the role of customer insights for visionary leaders.
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Stuck On An Old iPhone
- Jonah Berger describes delaying upgrading his iPhone due to status quo bias despite clear practical problems.
- He finally bought a new phone only after missing a flight and still waited months to use it.
Make Trial The New Status Quo
- Once people try a product and it becomes their possession, it becomes the new status quo and is hard to displace.
- Free trials, freemium, and free returns exploit this by lowering trial barriers and shifting the status quo.
Start By Understanding, Not Pushing
- Do start by understanding people's perspective instead of pushing your agenda to avoid reactance.
- Ask questions and surface barriers so you can remove them rather than increasing pressure.
