Jonah Berger is a professor at the Wharton School of the University of Pennsylvania. He's an international bestselling author, a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors can catch on.In this episode, Eric and Jonah discuss his book, The Catalyst: How to Change Anyone's Mind.But wait – there’s more! The episode is not quite over!! We continue the conversation and you can access this exclusive content right in your podcast player feed. Head over to our Patreon page and pledge to donate just $10 a month. It’s that simple and we’ll give you good stuff as a thank you!Jonah Berger and I Discuss How to Change Anyone's Mind and …His book, The Catalyst: How to Change Anyone's MindHow people changeThat most decisions that we make are shaped by other peopleThe major mistake most of us make when it comes to trying to change behavior in ourselves and othersHow to create change by reducing the barriers and energy requiredFeeling like we should do something vs because we want to do somethingPeople's zones of acceptance and rejectionWhat it means to "highlight a gap" and how it can help us changeHow the costs of change often come due before the benefits of change are experiencedWhat factors drive Identification vs DifferentiationJonah Berger Links:Jonah's WebsiteTwitterInstagramBest Fiends: Engage your brain and play a game of puzzles with Best Fiends. Download for free on the Apple App Store or Google Play.   If you enjoyed this conversation with Jonah Berger, you might also enjoy these other episodes:Mimetic Desires in Everyday Life with Luke BurgisEffectively Thinking Ahead with Bina VenkataramanSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.