The Catalyst

Name: The Catalyst
Author: Jonah Berger

by Jonah Berger

Framework for creating cascading change through psychological levers

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About the author

Jonah Berger

Jonah Berger is a marketing professor at the Wharton School and the author of Contagious, a study of why products, ideas, and behaviors spread. His work gives entrepreneurs a scientific framework for creating products and messages that people want to share.

More by Jonah Berger

ContagiousWhy ideas spread and how to engineer viral products and behaviors
Invisible InfluenceHow social influence shapes behavior more than we consciously realize
The Magic WordsLanguage strategies and phrases that motivate and persuade action
PersuasiveScience-backed methods for becoming more persuasive and influential