THE CATALYST - How to Change Anyone's Mind

THE CATALYST
How to Change Anyone's Mind
Roadblock #1 – Reactance
Roadblock #2 – Endowment
Roadblock #3 – Distance
Roadblock #4 – Uncertainty
Roadblock #5 – Corroboration
Acting as a catalyst
Most people when pushed just automatically push back. They have an inbuilt anti persuasion protection radar which kicks in whenever someone is trying to persuade them to do something. To lower this barrier, find a workable way to help people persuade themselves instead. If you can make them think this is their idea, they will act.
Many people live by the creed: "If it ain't broke, don't fix it". To ease and ideally eliminate this roadblock, highlight how inaction is not as costless as it seems at first glance. Get people to see that not acting is in fact costing them, and you can release the handbrake.
The further away the person trying to persuade is, the less inclined people feel to make changes. You have to make information relevant and within the person's zone of acceptance before they will take any notice. Do that and you can become a catalyst for change.
Change pretty much always introduces uncertainty. Catalysts overcome this by making the new things easier to try so people experience things for themselves. Letting people take a no-risk test drive is often essential to becoming an effective catalyst.
The more people you can get to provide corroborating evidence, the more likely it becomes someone will choose to join their ranks. Catalysts have a knack for providing persuasive reinforcement based on corroboration.
An effective catalyst will understand both the underlying science of each roadblock and the principles which can be used to mitigate each of those roadblocks. Pure and simple catalysts REDUCE roadblocks, thereby helping people change their minds, and incite action. Thinking and then acting as a catalyst who specializes in finding the handbrake and releasing it is a great way to operate.
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