Changing minds is not an art, it's science. Chemistry to be exact says Professor Jonah Berger from the prestigious Wharton School of Business at the University of Pensylvannia. He says harnessing ideas about how catalysts work in chemical reactions can be applied to everything from sales, to politics to persuading a teenager to clean her room. Professor Berger’s new book is called The Catalyst: How to change anyone's mind.
23 Sep 2020