The Catalyst (2020) | Book Summary

We can't drive the car when the parking brake is still on. Similarly, we can't change without identity and migrate the root causes hindering the changes. The Catalyst: How to Change Anyone's Mind layouts REDUCE strategy for handling critical roadblocks: Reactance, Endowment, Distance, Uncertainty, and Corroborating Evidence. 

Reducing Reactance tells that if we push people to change, they tend to push back. Therefore, the best approach is to let people persuade themselves. 

Easing Endowment tells the peoples' attachment to the status quo. They have to agree with the reason and urgency for the change before moving. 

Shrinking Distance means people have a zone of acceptance. They are not willing to listen if out of the acceptance zone. Starting with a small ask and setting foot in the door first are all viable approaches. 

Alleviating Uncertainty involves the fear of loss by the change. Making things more manageable and quickly showing small wins help overcome this barrier.​
Finding Corroborating Evidence talks about social proof. Early success stories drive changes. 

The strategy equips a powerful way of thinking for a change catalyst.

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