Jonah Berger: Making It Easier for Change to Occur
Jonah Berger is an Associate Professor of Marketing at University of Pennsylvania’s Wharton School of Business and best-selling author of multiple books including Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Berger’s new marketing speech about making it easier for change to occur touches on aspects of his most recent book published in March of 2020, The Catalyst: How to Change Anyone’s Mind.
Growing personally as a business or organization always requires a level of change but as we all know change can be hard! Berger’s unique research informs listeners about the various roadblocks to change. He answers questions about consumer behavior such as “What keeps people buying the same products year after year instead of trying something new?” This innovative speech teaches listeners how to change minds and incite action not by pushing harder, but by figuring out what are the barriers.
Berger also delves into the status quo bias which says we have an emotional bias to stick with what we already do and know. Using excellent examples and scenarios, Berger explains why uncertainty and comfort act as roadblocks on the path to change.
Instead of hitting the pause button, watch this video and learn how to be a catalyst, reduce roadblocks, and remove barriers to make it easier for change to occur.
Marketing Professor and Best-Selling Author of Contagious