EP225 - Jonah Berger author of The Catalyst  Dr. Jonah Berger (@j1berger) is a marketing professor at Wharton, and author of New York Times bestsellers Contagious and Invisible Influence. His latest book, The Catalyst: How to Change Anyone’s Mind (affiliate link), introduces 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. Discover the five hidden factors that impede change, and how by mitigating them, you can change anything. In this broad ranging interview, we discuss the major themes from The Catalyst, including the five barriers to taking action, and strategies to overcome those barriers. Listeners will learn not only how to persuade customers and prospects, but also how to be a catalyst for organizational change within our companies. Jonah’s personal website. Don’t forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 225 of the Jason & Scot show was recorded live on Friday, June 26, 2020. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Transcript Jason: [0:24] Welcome to the Jason and Scot show this is episode 225 being recorded on Friday June 26th 2020 I’m your host Jason retailgeek Goldberg and as usual I’m here with your co-host Scot Wingo. Scot: [0:39] Hey Jason and welcome back Jason Scott show listeners Jason the stars have aligned up and we have kind of the pandemic to thank for this it’s the one of the Silver Linings and you and I have long admired a couple of academics and we had Dan on the show last time and then we have another academic here that comes from the world of marketing and persuasion so I want to hear his bio from his words but we’re excited to welcome Wharton Professor Jonah Berger to the show welcome dr. Berger. Jonah: [1:11] Thanks so much for having me. Jason: [1:13] We are thrilled to have you I’m a big fan. Before we jump in do you mind maybe giving our listeners like your brief background and also like we’re going to talk about your latest book cattle aspect if you could also touch on your previous works that would be awesome. Jonah: [1:31] Sure so in my day job I’m a marketing professor at the Wharton School at the University of Pennsylvania have been there for about 13 years do a lot of research on social influence change word of mouth and my products ideas and behaviors catch on. A few years ago I wrote a book called contagious why things catch on which changed my life a little bit the core I’m an academic so I love research and teaching at that book came out and it’s now out in over half a million copies in 35 languages around the world gave me the opportunity to work with a lot of companies and organizations so, I learned a lot more about marketing than I ever had getting a chance to work with everything from Big Fortune 500 is like the Googles and the Nikes and the apples of the world to small startups and everything in between and I’ve really enjoyed learning about how both marketing works at different organizations but but how business works different places and every industry is obviously different but there’s a lot of interesting commonalities between different organizations and that’s part of what drove me to write the newest book. Jason: [2:34] That is awesome and Scott alluded to but in our last episode we had Dan McCarthy on who’s a warden alum. Jonah: [2:43] Fantastic yeah I know Dan quite well. Jason: [2:46] So this is a fun series for us I’m used to being the second smartest guy on the show and it’s now annoying that I’m like I’m falling further down the list. The so one other thing before we jump in that I think is important fo