Book Review: The Catalyst by Jonah Berger






There have been countless books written about how to get people to say yes or buy a product or win in negotiations. However, The Catalyst by Jonah Berger is a master piece. Some people might think that in any deal or negotiation someone will lose and someone will win. However as you will read through the book the truth is often more complex. Jonah goes into the reasons behind peoples reluctance to change and comes up with a wonderful Catalyst framework to REDUCE (Reactance, Endowment, Distance, Uncertainty, Corroboration) roadblocks in changing behavior and changing anyones mind. This book also provides specific solutions that will be helpful to every reader to apply it to their context whether personal or for business. This one should be in your reading list for this summer!

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