The Catalyst outlines the main obstacles to change and suggests solutions. Learn how hostage negotiators persuade people to put their hands up and how marketers make new products popular. You'll also discover how leaders change organisational culture and how activists spark social movements. You'll also discover how substance abuse counsellors persuade addicts to admit they have a problem and how political campaigners alter deeply ingrained political beliefs. Anyone looking to spark change should read this book. It offers a robust style of thinking and a variety of methods that can produce amazing outcomes. Whether you're attempting to influence a single person, modify an entire organisation, or alter how an entire industry conducts business, this book will teach you how to become a catalyst.