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#4 CATALYST by Jonah Berger

How To Change Anyone's Mind

As entrepreneurs, were always selling, selling employees on the company culture and benefit, selling customers on the products and services, selling investors on the core business and the moats. Now, when we're selling, most of the times we push. "If I can just provide more facts, figures, and reasons why, people will come to the realization that I am right." But Jonah Berger's research confirms what we already know anecdotally. Pushing people to change their mind isn't effective. In his new book, Jonah Berger provides a new framework is called, "REDUCE."