The Catalyst: How To Change Anyone's Mind


Change can be a difficult pill to swallow, especially in organizations accustomed to systematic routines and practices. However, as society advances, change is the only link to future success.

Disruption and Innovation expert Jonah Berger is world-renown for not only transforming old ideas into new and viable ideas but also creating proven strategies to integrate seamlessly into deliverable tasks. His 15+ years of behavioral science research has anchored him as one of the American Management Association’s “Top 30 Leaders in Business”.

On March 10, 2020, Jonah Berger released his book, The Catalyst: How to Change Anyone’s Mind. In this book, Berger unpacks easily applicable strategies for smoothly catalyzing change throughout organizations, industries, and teams.


Berger is known for using practical parallels to connect an audience, or a reader, to his theories and principles. A catalyst is a substance that speeds up a chemical reaction but is not consumed by the reaction. Instead of reaping the negative effects of a change, it seamlessly adapts to the change.

Just as a substance undergoing a chemical reaction, Jonah’s goal is to teach readers how to undergo change without creating new barriers and roadblocks.

Jonah further explains this approach in his edition of The Saturday Essay in The Wall Street Journal.



In order to instill change peacefully, you must first understand the science behind why people change and what induces change within your organization or industry. As a marketing professor at The Wharton School of the University of Pennsylvania, Berger has completed extensive research on the behavioral science behind change and change management.

According to Jonah, there are 5 key roadblocks within organizations that drive change to occur:

  • R – Reactance
  • E – Endowment
  • D – Distance
  • U – Uncertainty
  • CE – Corroborating Evidence

In The Catalyst, Jonah outlines this theoretical breakdown as a gateway to R.E.D.U.C.E. impediments that prevents advantageous change to transpire.

When a normal pattern of routine is broken, the comfort of knowing the end result is annihilated – thus giving the innate association of change with discomfort.

In February 2020, Jonah stopped by LAI Headquarters in Washington, DC to break down this theory, as well as share his strategies for mitigating obstructive change barriers. Check out the full video below!



On top of working with hundreds of organizations to help incite systematic or innovative change, Jonah has become a mogul in the circuit of authors. His books have been read and reviewed by some of the nation’s top critiques and editors in business.

Hear what people are saying about The Catalyst!

  •  “Jonah Berger is one of those rare thinkers who blends research-based insights with immensely practical guidance. I am grateful to be one of the many who have learned from this master teacher.” - Jim Collins, author Good to Great, coauthor Built to Last
  • “Jonah Berger is one of those rare thinkers who blends research-based insights with immensely practical guidance. I am grateful to be one of the many who have learned from this master teacher.” – Daniel H. Pink, author of When and To Sell Is Human
  • The Catalyst is a fascinating read and a powerful tool kit to help us change minds, organizations, and hopefully even the world.” – Arianna Huffington, CEO of Thrive Global
  • “We’ve all been frustrated trying to change someone’s mind. In this captivating book, Jonah Berger removes that frustration by showing us how to remove the barriers to change. The Catalyst will teach you how to change anything.” – Charles Duhigg, bestselling author of Good to Great and co-author of Built To Last



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