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El Catalizador (the Catalyst, Spanish Edition): Cómo Lograr Que Cualquiera Cambie de Opinión
Paperback
Business GeneralGeneral PsychologySelf-Help
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ISBN13: 9788417963439
Publisher: Reverte Management International
Published: Sep 27 2022
Pages: 288
Weight: 0.75
Height: 1.00 Width: 5.50 Depth: 8.20
Language: Spanish
Jonah Berger es uno de esos raros pensadores que combina los conocimientos basados en la investigación con una guÃa inmensamente práctica. Estoy agradecido de ser uno de los muchos que han aprendido de este maestro. -Jim Collins, autor de Good to Great coautor de Built to Last
Todo el mundo tiene algo que quiere cambiar. Pero el cambio es difÃcil. A menudo, persuadimos, presionamos y empujamos, pero nada se mueve. PodrÃa haber una mejor manera? Los agentes de cambio exitosos saben que no se trata de presionar más, o de proporcionar más información, sino de ser un catalizador.
Los catalizadores eliminan los obstáculos y reducen las barreras para el cambio. En lugar de preguntar: Cómo podrÃa cambiar la mente de alguien?, hacen una pregunta diferente: Por qué no han cambiado ya? Qué los detiene? El catalizador identifica las barreras clave para el cambio y cómo mitigarlas.
En este libro aprenderá cómo los catalizadores cambian de opinión en las situaciones más difÃciles: cómo los negociadores de rehenes consiguen que la gente salga con las manos en alto y cómo los vendedores consiguen que los nuevos productos se pongan de moda, cómo los lÃderes transforman la cultura organizativa y cómo los activistas encienden los movimientos sociales.
Este libro proporciona una poderosa forma de pensar y una serie de técnicas que pueden conducir a resultados extraordinarios.
Ya sea que usted esté tratando de cambiar a una persona, transformar una organización, o cambiar la forma en que toda una industria hace negocios, este libro le enseñará cómo convertirse en un catalizador.//
Jonah Berger is one of those rare thinkers who blends research-based insights with immensely practical guidance. I am grateful to be one of the many who have learned from this master teacher. --Jim Collins, author Good to Great, coauthor Built to Last
Everyone has something they want to change. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way? 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? The Catalyst identifies the key barriers to change and how to mitigate them.
In this book you'll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organizational culture and how activists ignite social movements.
This book provides a powerful way of thinking and a range of techniques that can lead to extraordinary results.
Whether you're trying to change one person, transform an organization, or shift the way an entire industry does business, this book will teach you how to become a catalyst.
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