Today's is part 4 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. In the previous episodes, I shared essential barriers to understanding why your customers aren't taking action, and how to mitigate distance in your customer journey. In today’s episode, I discuss how to ease uncertainty by giving you the four things you must share with your audience to increase their commitment. Grab a pen and notepad and get ready to take your customer journey to the next level. After you listen, send me a DM on Instagram @itsgeorgebryant to grab a special training I created as a thank you for being a loyal subscriber. 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 and allows me to keep putting out great content for you.  In today’s episode, you’ll discover:How uncertainty in your customer journey prevents your customers from taking actionFour things that you must share with your audience to increase commitmentPractical examples of increasing conversion with your customers and a special giftTime Stamps00:00 Intro To Part 4 of The Catalyst 03:57 Question to the audience about Monday solo casts 06:18- How to create change in your customers 08:50 The job of The Catalyst 10:26 The definition of trialability12:17 How to harness freemium14:02 How to reduce upfront costs15:48 How to drive discovery18:18 How to make it reversible 22:02 How Neopphobia applies to your business30:35 George adds a special bonus for you Notable Quotes “To create change, you have to understand what all the possibilities are, learn how to navigate them, and be able to create a solution” - GB. “ Uncertainty makes people hit the pause button in your customer journey “ -GB.As entrepreneurs, we must understand that the Catalyst's job is to increase our customer’s ability to say yes by making it easy, reducing friction and risk, and letting people try our services to reduce uncertainty. -GBUncertainty is a massive domino effect- GB.