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Jonah Berger

Jonah Berger Books

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“Letting potential hires choose which dimension is more important makes them feel like they have more of an active role in the process—and hopefully satisfies their need to negotiate. By letting candidates choose between two options the boss is equally happy with, potential hires feel like they have more autonomy without making the boss any worse off. It’s providing a menu: a limited set of options from which people can choose.”

PsychologyCommunicationThe Catalyst
Book:The Catalyst: How to Change Anyone's Mind
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“Try to convince people to do something, and they spend a lot of time counterarguing. Thinking about all the various reasons why it’s a bad idea or why something else would be better. Why they don’t want to do what was suggested. But give people multiple options, and suddenly things shift. Rather than thinking about what is wrong with whatever was suggested, they think about which one is better. Rather than poking holes in whatever was raised, they think about which of the options is best for them. And because they’ve been participating, they’re much more likely to go along with one of them in the end.”

CommunicationThe Catalyst
Book:The Catalyst: How to Change Anyone's Mind
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