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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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.
Listen With Pauses And Better Questions
- Do ask supportive open questions and use pauses to get people to expand and assent.
- Show you want to understand by saying things like “I want to make sure I understand; tell me more.”
Catalysts Reduce Barriers To Change
- Social change works like chemistry: catalysts lower barriers rather than adding pressure.
- Jonah summarizes five barriers with the mnemonic REDUC: reactance, endowment, distance, uncertainty, corroboration.
