{"title":"Books by Jonah Berger","description":null,"products":[{"product_id":"9781471193798","title":"Catalyst","description":"\u003cb\u003eFrom the author of \u003ci\u003eNew York Times\u003c\/i\u003e bestsellers \u003ci\u003eContagious\u003c\/i\u003e and \u003ci\u003eInvisible Influence\u003c\/i\u003e comes a revolutionary approach to changing anyone’s mind.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e Everyone has something they want to change. Marketers want to change their customers’ minds and leaders want to change organisations. Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way?\u003cbr\u003e\u003cbr\u003e This book takes a different approach. Successful change agents know it’s not about pushing harder, or providing more information, it’s about being a catalyst. Catalysts remove roadblocks and reduce the barriers to change. Instead of asking, “How could I change someone’s mind?” they ask a different question: “Why haven’t they changed already? What’s stopping them?”\u003cbr\u003e\u003cbr\u003e\u003ci\u003eThe Catalyst\u003c\/i\u003e identifies the key barriers to change and how to mitigate them. You’ll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organisational culture and how activists ignite social movements, how substance abuse counselors get addicts to realise they have a problem and how political campaigners change deeply rooted political beliefs.\u003cbr\u003e\u003cbr\u003e This book is designed for anyone who wants to catalyse change. It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. Whether you’re trying to change one person, transform an organisation, or shift the way an entire industry does business, this book will teach you how to become a catalyst.","brand":"Gardners","offers":[{"title":"Default Title","offer_id":43204446257330,"sku":"9781471193798","price":10.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781471193798_4d586d24-8632-4aba-a7ee-0b5c2ce8caa1.jpg?v=1786021113"},{"product_id":"9780063204935","title":"Magic Words","description":"\u003cp\u003e\u003cstrong\u003eA NEXT BIG IDEA CLUB 'MUST-READ'\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cem\u003eNew York Times \u003c\/em\u003ebestselling author Jonah Berger’s cutting-edge research reveals how six types of words can increase your impact in every area of life: from persuading others and building stronger relationships, to boosting creativity and motivating teams.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eAlmost everything we do involves words. Words are how we persuade, communicate, and connect. They’re how leaders lead, salespeople sell, and parents parent. They’re how teachers teach, policymakers govern, and doctors explain. Even our private thoughts rely on language.\u003c\/p\u003e\u003cp\u003eBut certain words are more impactful than others. They’re better at changing minds, engaging audiences, and driving action. What are these magic words, and how can we take advantage of their power?\u003c\/p\u003e\u003cp\u003eIn \u003cem\u003eMagic Words\u003c\/em\u003e, internationally bestselling author Jonah Berger gives you an inside look at the new science of language and how you can use it. Technological advances in machine learning, computational linguistics, and natural language processing, combined with the digitization of everything from cover letters to conversations, have yielded unprecedented insights.\u003c\/p\u003e\u003cp\u003eLearn how salespeople convince clients, lawyers persuade juries, and storytellers captivate audiences; how teachers get kids to help and service representatives increase customer satisfaction; how startup founders secure funding, musicians make hits, and psychologists identified a Shakespearean manuscript without ever reading a play.\u003c\/p\u003e\u003cp\u003eThis book is designed for anyone who wants to increase their impact. It provides a powerful toolkit and actionable techniques that can lead to extraordinary results. Whether you’re trying to persuade a client, motivate a team, or get a whole organization to see things differently, this book will show you how to leverage the power of magic words.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56222513332597,"sku":"9780063204935","price":25.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9780063204935_02a0eb23-210b-4722-9531-5bf526740ba5.jpg?v=1786011020"},{"product_id":"9781471111709","title":"Contagious","description":"\u003cp\u003eWhy are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral?\u003c\/p\u003e\u003cp\u003eWord-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions. It is between 8.5 and 30 times more effective than traditional media.\u003c\/p\u003e\u003cp\u003eBut want to know the best thing about word-of-mouth? It's available to everyone.\u003c\/p\u003e\u003cp\u003eWhether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.\u003c\/p\u003e\u003cp\u003eThe challenge, though, is how to do that. This book will show you how.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56300401885557,"sku":"9781471111709","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781471111709_d859c00f-9cc1-484b-b1ec-74e0d850cf08.jpg?v=1786020783"},{"product_id":"9781471148040","title":"Invisible Influence","description":"\u003cb\u003eIn \u003ci\u003eInvisible Influence\u003c\/i\u003e, the \u003ci\u003eNew York Times\u003c\/i\u003e bestselling author of \u003ci\u003eContagious\u003c\/i\u003e explores the subtle influences that affect the decisions we make – from what we buy, to the careers we choose, to what we eat.\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e If you're like most people, you think your individual tastes and opinions drive your choices and behaviours. You wear a certain jacket because you liked how it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong.\u003cbr\u003e\u003cbr\u003e Without our realizing it, other people's behaviour has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous. Even strangers have an impact on our judgments and decisions: our attitudes toward a welfare policy shift if we're told it is supported by Democrats versus Republicans (even though the policy is the same). But social influence doesn't just lead us to do the same things as others. In some cases we imitate others around us. But in other cases we \u003ci\u003eavoid\u003c\/i\u003e particular choices or behaviours because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don't want to look like a soccer mom.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBy understanding how social influence works, we can decide when to resist and when to embrace it – and learn how we can use this knowledge to exercise more control over our own behaviour. \u003c\/b\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56300402278773,"sku":"9781471148040","price":14.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781471148040_c488dbbd-7b33-4645-93c7-32075ab42555.jpg?v=1786020959"},{"product_id":"invisible-influence","title":"Invisible Influence","description":"If you’re like most people, you think that your choices and behaviors are driven by your individual, personal tastes and opinions.\u003cbr\u003e    You picked a jacket because you liked the way it looked. You picked a particular career because you found itinteresting. The notion that our choices are driven by our own personal thoughts and opinions seems so obvious that it is not even worth mentioning. Except that it’s wrong.\u003cbr\u003e    Without our realizing it, other people’s behavior – what psychologists call “social influence” – has a huge influence on everything we do at every moment of our lives, from the mundane (which movie to see or place to have lunch) to the momentous (which career path to take or person to marry).\u003cbr\u003e    We make riskier decisions because someone patted us on the shoulder. We like the name Mia because Madison and Sophia are popular names this year. Even strangers, or people we may never meet, have a startling impact on our judgments and decisions: our attitudes towards a welfare policy totally shift if we’re told it is supported by Democrats versus Republicans, even though the policy is the same in both cases.\u003cbr\u003e    But social influence doesn’t just lead us to do the same things as others. Like a magnet it can attract, but it also can repel. In some cases we conform, or imitate others around us. But in other cases we diverge, or avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. We skip buying the minivan because we don’t want to look like the soccer mom.\u003cbr\u003e    By understanding how social influence works, we can decide when to resist and when to embrace it: we can affect others behavior and use others to help us make better-informed decisions.","brand":"Gardners","offers":[{"title":"Default Title","offer_id":57504918471029,"sku":"9781471148064","price":8.99,"currency_code":"GBP","in_stock":false}]}],"url":"https:\/\/backstory.london\/collections\/author-jonah-berger.oembed","provider":"Backstory","version":"1.0","type":"link"}