The Catalyst devotes a chapter to each of these five key barriers. It talks a little bit about the science of why these barriers occur and then provides case studies and examples of companies, organizations, and individuals that have mitigated these barriers with a variety of strategies.

Reactants Explained

When we’re trying to change someone’s mind—we’re trying to get them to do something, to buy a product, to use a service, or to change the thing that they’re doing—we pitch them in some way, shape, or form. But people don’t like being pitched. They don’t like being persuaded. They like to feel that they’re in control over their own lives and can make their own choices and that they’re driving their own destiny.