HBR IdeaCast Mastering the Art of Persuasion
10 snips
Aug 11, 2020 
Jonah Berger, a professor at the Wharton School and author of "The Catalyst: How to Change Anyone's Mind," shares insights on effective persuasion. He emphasizes that pushing your views can backfire; instead, asking questions allows others to feel in control. Berger discusses the psychological barriers that create resistance and suggests strategies like offering choices to facilitate acceptance. He also addresses negotiation tactics for career advancement and the importance of adapting communication in times of crisis to connect with audiences.
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Focus on Obstacles
- Understand why people haven't changed already.
- Identify obstacles hindering change and mitigate them.
Reactance and Control
- People resist change because they value control over their lives and decisions.
- Attempts to influence can threaten this sense of autonomy, triggering pushback.
Tide Pod Challenge
- Procter & Gamble's "Don't eat Tide Pods" campaign backfired, increasing Tide Pod consumption.
- This demonstrates how telling people not to do something can trigger reactance.
