Another way is to highlight a gap. Rather than telling them to do something, point out a gap between what they’re saying they care about and what they’re actually doing, and encourage them to resolve that gap. There are many different ways to combat reactants but the main idea is to allow people to participate in the decision-making process.

Uncertainty Explained

Uncertainty is the reason Jonah started writing The Catalyst in the first place.

The simple way to explain uncertainty is that any time you ask someone to do something new, there are what are called switching costs. Whether it’s money, time, effort, whatever it might be, there are costs to doing something new.