Mastering the Art of Persuasion | HBR IdeaCast | Podcast
HBR's Alison Beard talks with Wharton marketing professor Jonah Berger about changing minds by reducing barriers rather than increasing pressure. Berger discusses choice, questions and low-cost ways to try something new. Originally released August 11, 2020, the linked YouTube version was uploaded in December 2022. These notes cover selected passages from the official transcript. The pandemic-era health example is not covered.
Executive Summary (TL;DR)
HBR's Alison Beard talks with Wharton marketing professor Jonah Berger about changing minds by reducing barriers rather than increasing pressure. Berger discusses choice, questions and low-cost ways to try something new. Originally released August 11, 2020, the linked YouTube version was uploaded in December 2022. These notes cover selected passages from the official transcript. The pandemic-era health example is not covered.
Key Takeaways
Pressure can create resistance
Berger argues that telling someone what to do can threaten their sense of freedom and cause pushback. More evidence or a stronger argument is not always the missing ingredient. The first question is whether the approach itself is making the person defend their current position.