Nevertheless, this wasn't awful by any means. Berger breaks down the actions of a change catalyst through what he calls the REDUCE framework.
- Reactance - when pushed, people will push back. When trying to persuade change, encourage people by giving them the space to convince themselves.
- Endowment - The classic Endowment Effect1. Catalysts counter this by surfacing the costs of inaction and by showing people that inaction has a cost.
- Distance - People can't be pushed too far, find their Zone of Acceptance and work within it.
- Uncertainty - Uncertainty is the enemy of change, lower the barrier to entry by introducing a freemium model, for example.
- Corroborating Evidence - Use as many sources as you can to further prove your point
Worth a read if you enjoyed the books I mentioned previously, but there's nothing life-changing to learn here.