Description

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?

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?