Jonah Berger: Catalysts to Change
University of Pennsylvania Wharton School professor, Jonah Berger, discusses the importance of catalysts in the business world and how they incite innovation. An expert on why products, services, and ideas catch on, Berger offers real life examples of how organizations and companies jump on the innovation train by removing obstacles.
Berger outlines a revolutionary approach to change. Successful change isn’t about pushing harder or exerting more energy. It’s about removing barriers. Overcoming resistance by reducing friction and lowering the hurdles to action.
Marketing Professor and Best-Selling Author of Contagious