The Catalyst
Ideas with a spark, energy, range and the ability to start things.
David McRaney earns The Catalyst by making intellectual self-revision a public engine of change. The author of You Are Not So Smart dismantled his own career assumptions mid-project, modeling the persuasion science he popularizes rather than merely reporting on it.
“See, so we're getting deeper into the things that you look for in entertainment. But if we was talking about a political issue, this is something that comes out of motivational interviewing, and they weren't even aware of this, the deep canvassing people, therapists who had dealt with people who come in for, say, alcoholism or drug addict…”
“You'll end up with basically two brains. And you can use a divider so that one eye is going to one hemisphere, one eye is going the other. You can show a person an image. Let's say you show them a terrible car mangled bodies and they feel very sick.”
“Yeah, yeah, that's been repeated a few times. I'll talk about it in how minds change. Robert Burton did this experiment after the Challenger incident. That was the big one, right? The one that study was, when it signaled above the noise. And yeah, that's the most amazing part of it.”
“Why not a four? The only thing you can really produce for me are reasons why you wouldn't go away from the six, which is also kind of going toward a seven. And in a political discussion, that's how they'll open it up.”
Masters in Business: “David McRaney on the Science Behind Persuasion”
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