Today is part 2 of 5 in a series of solo episodes where I break down my favorite marketing book,  The Catalyst: How To Change Anyone's Mind,  by Jonah Berger. Listen in as I explain why catalyzing change isn’t just about giving people options, it’s about helping them let go of old patterns and habits that no longer serve them. Whether you are in an eCommerce business, or an online coach, easing endowment allows you to make sure the right people find you at the right time so they can take the next step in your customer journey. After you listen, send me a DM on Instagram @itsgeirgebryant to let me know if you have a customer journey that eases endowment. As always, if you enjoy this series and the Podcast, leave me a review on Apple, Spotify, or other platforms. It helps other entrepreneurs find clarity in their own lives plus allows me to keep putting out great content for you.  What you’ll DiscoverThe definition of endowment and why your customers won’t take actionHow to surface the cost of inaction so your customers choose the right path every timeWhy burning the ships can lead to more loyalty and trust in your customer journeyTime Stamps00:00 Intro To the second part of The Catalyst,  Endowment 03:17 What persuasion is and why do people  take that next step in the customer journey 06:24 The definition of  endowment 09:21 Why catalysts help demonstrate the actual cost of inaction 10:50 The longer people do or own something,  the more they value it13:02 If the potential gains barely outweigh the potential losses, customers will not budge15:59 How to ease endowment so your clients understand what is possible18:15 The cost of not implementing a customer journey 20:35  Why you need to understand your customer profile, and how it can cost you a lot of money on the back end if you don’t implement endowment 24:26 The greatest way to ease endowment is through time and touch pointsNotable Quotes“To create change, the perceived gain has to be 2.6 times higher than the current situation in order for somebody to feel that it's time for them to take action. - GB “ For every 10 customers coming in, 8 of them are leaving due to their lack of journey.”- GB