What stops people from changing their minds?

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  • When you want someone to see things differently and to abandon their previous stance, sometimes persistence is not key.
  • “Too often we think change is about pushing,” says Jonah Berger, author of the book The Catalyst: How to Change Anyone’s Mind, and a marketing professor at the Wharton School at the University of Pennsylvania. “We think if we just come up with one more way people will eventually come around.”
  • Through speaking with people who have successfully changed minds of others, Berger identified five common barriers and created the REDUCE framework for finding the catalysts needed to break through: reactants, endowment, distance, uncertainty, and corroborating evidence.

The Catalyst: How to Change Anyone’s Mind
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