Why are people reluctant to change? What are the barriers to change? How do you overcome them? According to Jonah Berger, you have to find the catalyst that’s needed to create the change to overcome those barriers. In this episode of Negotiations Ninja, Jonah talks about the 5 most common barriers and how to overcome them to create lasting change. Don’t miss it!  Jonah has been a marketing professor at the Wharton School of Business at the University of Pennsylvania for 13 years. He researches social influence, word of mouth, and why products, ideas, and behaviors catch on. A couple of years ago he wrote Contagious: Why Things Catch On and more recently wrote the book The Catalyst: How to Change Anyone's Mind.  Outline of This Episode [1:53] Jonah’s background in the industry [3:42] Change minds by reducing reactants [6:30] Bypassing the anti-persuasion radar [9:30] How many choices should be available [13:14] Endowment: stick with what you know [19:28] How to frame the cost of inaction [20:18] How corroborating evidence is a catalyst  [23:00] How to connect with Jonah Berger Resources & People Mentioned BOOK: The Catalyst by Jonah Berger BOOK: Contagious by Jonah Berger Pareto Optimality Connect with Jonah Berger Jonah’s Website Follow on Twitter Connect on LinkedIn Connect With Mark Follow Negotiations Ninja on Twitter: @NegotiationPod Connect with Mark on LinkedIn Follow Negotiations Ninja on LinkedIn Connect on Instagram: @NegotiationPod Subscribe to Negotiations Ninja