The Catalyst
by Jonah Berger
Berger argues that pushing people harder creates resistance, and change comes from removing barriers: reactance, endowment, distance, uncertainty and corroborating evidence (REDUCE). The cases range from hostage negotiation to product adoption. It is a useful reframe for anyone trying to change minds.
Read it if…
you are trying to change someone's mind and pushing is not working.
Skip it if…
you want a sales process; this is about reducing resistance.
Three things you will actually use
- Reduce resistance rather than adding pressure.
- Give people agency; reactance kills change.
- Shrink the ask to reduce distance.
Do this first
Identify which barrier is blocking the change you want and remove it instead of pushing.
Our verdict
Useful reframe.
Compare with other Career books
How I Raised Myself from Failure to Success in Selling
Frank Bettger · Career
Old, honest and useful.
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