ECONOMICS

The Catalyst: How To Change Anyone’s Mind

by Jonah Berger
S. & S. Mar. 2020. 288p. ISBN 9781982108601. $26.99. BUS
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follows up his previous works, Invisible Influence and Contagious, with an overview of successful negotiation—it’s not so much that one needs to become an expert but, as the author explains, utility comes into play more often than not. Berger speaks to the need for real conversation when conducting negotiations, but also summarizes the business practice using the acronym REDUCE (Reactance, Endurance, Distance, Uncertainty, and Corroborating Evidence), detailing these concepts in chapters devoted to each topic. In contrast to a winner-take-all strategy, as in Robert Ringer’s Winning Through Intimidation, Berger takes more of a positive-sum approach. To this end, he provides a number of examples, including managers looking to enact organizational change and hostile negotiators in the line of duty.
VERDICT While beneficial for all readers, this helpful guide would make a perfect gift for college students entering the job market.
Reviewed by Steven Silkunas, Fernandina Beach, FL , Mar 06, 2020
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