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.
AI Snips
Chapters
Books
Transcript
Episode notes
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.
Provide a Menu
- Instead of presenting one option, offer a menu of choices.
- This shifts the focus from rejecting your idea to selecting a preferred option.
Uncertainty and Switching Costs
- Uncertainty and switching costs hinder change.
- New things feel risky, while familiar things offer a sense of safety.
