Other than eating and breathing, persuasion is the most important skill you could have. Because a pre-skill to persuasion is the ability to understand yourself and other enough to create a chain reaction of changes in life. Persuasion is what sets us up to have agency in the world. And there's a specific, 5-step framework that lets you understand how to be more persuasive in your everyday life. So I’m having Jonah Berger on the show. He’s a professor at Wharton, a bestselling author and now he has a new book, “The Catalyst: How to Change Anyone's Mind."
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