Corroborating Evidence is the simple idea that some things require more proof. For small decisions and things that people don’t have a strong attachment to, only a little bit of proof is needed to make a decision. But for bigger decisions, things that are more expensive or more controversial, there’s more uncertainty and people need more proof or more evidence to help them make those decisions. It’s about how we involve others in that process so people hear from multiple angles to change their minds.

If you put those five together, they create the acronym REDUCE, which is exactly what catalysts do. Good catalysts don’t push harder or try to pressure people; they reduce the barriers to change. They figure out what obstacles are preventing change from happening and how to mitigate them.