Persuasion
The Catalyst: 6 key ideas
The core ideas of The Catalyst, each in under a minute, written in our own words. Want the full depth? Get the book.
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- IDEA 1 OF 6
Reduce reactance
People push back when pushed.
Offer choices and ask questions so they persuade themselves.
- IDEA 2 OF 6
Ease endowment
People cling to the status quo.
Highlight the cost of doing nothing.
- IDEA 3 OF 6
Shrink distance
Ask for changes close to current views.
Big leaps trigger rejection.
- IDEA 4 OF 6
Alleviate uncertainty
Let people try before they commit, with trials and free samples.
- IDEA 5 OF 6
Find corroborating evidence
Hearing the same message from multiple sources makes change more convincing.
- IDEA 6 OF 6
Remove barriers
Catalysts change minds by taking away obstacles, not by adding pressure.
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