In this episode we talk to Jonah Berger, marketing professor, keynote speaker & author of the new book, The Catalyst: How to Change Anyone's Mind Directive drives search marketing results for enterprise brands around the world, but you’ll feel like their only client. Learn more at: directiveconsulting.com Are you getting every B2B Growth episode in your favorite podcast player? If not, you can easily subscribe & search past episodes here. You can also find us on Apple Podcasts or Spotify.