2021 marks our sixth year hosting our annual Just a Book event, our marketing book club designed to spark thought-provoking discussions on how to move business forward. This year, we’re excited to welcome back best-selling author of “Contagious” Dr. Jonah Berger to discuss his newest book “The Catalyst: How to Change Anyone’s Mind” in a virtual setting on September 21.
While we’ve typically gathered in person at the American Writers Museum in Chicago to hear from incredible marketing experts like Joe Pulizzi and Ann Handly, we’re excited to be able to extend the invitation to marketers outside the Chicago community with this year’s virtual event.
This will be our second time hosting Jonah Berger at Just a Book. He last joined us in 2019 to discuss key concepts from his best-selling book “Contagious: Why Things Catch On,” including how to effectively harness social influence and word-of-mouth to create viral content. Jonah is a world-renowned expert on influence and consumer behavior, and this year he’ll be speaking about his newest book “The Catalyst,” which introduces a revolutionary approach to changing anyone’s mind.
As marketers, influencing perceptions and behavior is our core objective as we aim to convert leads into opportunities and customers into brand advocates. But it’s no secret that changing someone’s mind is hard — often we try to push out ads or promote content with compelling messaging but see no return. “The Catalyst” reveals the five hidden factors that impede change and shares how, by mitigating them, you can become a catalyst even in the toughest of situations. Drawing on research and citing real-world examples, Jonah will offer savvy advice on how to reduce friction and lower the hurdles to action.
Whether you’re trying to land a new client or shift the way your industry does business, we’d love to have you join us and Jonah Berger at Just a Book on September 21. Need more convincing? The first 50 registrants will receive a free copy of “The Catalyst.” Click here for more details and to RSVP.
