What does it mean to truly change something? How does one persuade others to change? How do we reduce roadblocks to change? In this course, you’ll learn about the barriers to change and how to become more effective in inspiring change within others and your organization. Professor Jonah Berger of the Wharton School has designed this course to help you understand the REDUCE framework, and shows you how to develop your skills of persuasion and influence. By the end of this course, you’ll know both the strengths and weaknesses of certain strategies for removing barriers in change, plus you'll learn how to leverage those strategies to achieve change in both business and in life.
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Removing Barriers to Change
Université de PennsylvanieÀ propos de ce cours
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Anglais
Sous-titres : Anglais
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant
Approx. 6 heures pour terminer
Anglais
Sous-titres : Anglais
Offert par
Université de Pennsylvanie
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
Programme du cours : ce que vous apprendrez dans ce cours
1 heure pour terminer
Module 1 - The Challenge of Change
In this module, we’ll begin by identifying the challenges of change and by defining what the Status Quo Bias is. You’ll weigh the advantages and disadvantages of change, and understand the right balance between potential gains and losses to overcome loss aversion. You’ll learn about the
1 heure pour terminer
3 vidéos (Total 19 min), 1 lecture, 1 quiz
1 lecture
Module 1 Lecture Slides10 min
1 exercice pour s'entraîner
Module 1 Quiz30 min
1 heure pour terminer
Module 2 - Removing Reactance and Endowment
In this module, you’ll examine why warnings backfire, and learn how to ease the Endowment Effect to accomplish your goals. By analyzing the case studies of Procter & Gamble’s Tide Pods and the Arden House Experiments, you’ll be able to identify the process in which warnings become recommendations and the importance of agency and control for people. You’ll learn about successful strategies that allow for more agency in change — and through analyzing real-life examples, you'll discover how easing the Endowment Effect will help others let go of the attachment to the status quo. By the end of this module, you’ll learn effective strategies for surfacing the cost of inaction and framing new things as old, plus you'll be able to encourage others to change with more agency.
1 heure pour terminer
9 vidéos (Total 47 min), 1 lecture, 1 quiz
9 vidéos
Need for Freedom and Autonomy4 min
Provide a Menu3 min
Ask, Don't Tell4 min
Highlight a Gap8 min
Endowment - Staying Put Feels Costless4 min
Surface the Cost of Inaction6 min
Burn the Ships5 min
Frame New Things as Old4 min
1 lecture
Module 2 Lecture Slides10 min
1 exercice pour s'entraîner
Module 2 Quiz30 min
2 heures pour terminer
Module 3 - Overcoming Confirmation Bias and Uncertainty
This module was designed to help you analyze the elements of distance and uncertainty in barriers to change and how to overcome them. By discussing examples of political polarization and Confirmation Bias, you’ll distinguish between the zone of acceptance and region of rejection, and assess strategies such as finding the movable middle and finding an unsticking point. You’ll explore the cost of uncertainty and analyze the strategies of Zappos, Acura, and Kia to evaluate best practices on lowering upfront costs. By the end of this module, you’ll be able to employ a toolbox of approaches to overcome elements of distance and uncertainty in change, and be prepared to bring the right persuasive skills to any situation.
2 heures pour terminer
10 vidéos (Total 69 min), 1 lecture, 1 quiz
10 vidéos
Confirmation Bias6 min
The Movable Middle6 min
Ask for Less6 min
Switch the Field to Find an Unsticking Point7 min
Uncertainty - Easier to Try, More Likely to Buy7 min
Harness Freemium10 min
Shrink Upfront Costs8 min
Drive Discovery4 min
Make it Reversible7 min
1 lecture
Module 3 Lecture Slides10 min
1 exercice pour s'entraîner
Module 3 Quiz30 min
1 heure pour terminer
Module 4 - The Importance of Corroborating Evidence
In this module, you’ll examine the importance of corroborating evidence and choosing the right strategy for different segments of people and businesses. By looking at examples of the translation problem, you’ll gain a better understanding of the need for more proof and how concentration increases impact. Through the analogy of the sprinkler and fire hose strategies, you’ll discuss how to find the right balance of methods and where to spend your resources, depending on how strong the attitude for change is in a given group of individuals. By the end of this module, you’ll have a deeper understanding of all of the elements of barriers to change, plus you'll be able to strategize on how to best mitigate them to allow for greater changes within yourself and your organization.
1 heure pour terminer
5 vidéos (Total 24 min), 1 lecture, 1 quiz
5 vidéos
Who Else to Involve3 min
When to Space Corroborative Evidence Over Time2 min
How to Best Deploy Scarce Resources When Trying to Change Minds on a Larger Scale6 min
Course Conclusion5 min
1 lecture
Module 4 Lecture Slides10 min
1 exercice pour s'entraîner
Module 4 Quiz30 min
Avis
Meilleurs avis pour REMOVING BARRIERS TO CHANGE
par GB14 sept. 2020
A great course on removing barriers to change and Professor Jonah Berger has an engaging way of delivering the course content. Unfortunately there are only two courses on here by Professor Berger.
par NK17 août 2020
Great course! I learned a lot that is applicable in my everyday work in sales and business development. I would recommend this course to anyone, even people that do not work in business.
par CB17 nov. 2020
Appreciate the introduction of a framework to look at the barriers to change and also ways to remove these barriers. Also love the many examples provided.
par SD28 août 2020
Tema muy interesante! El material está bien desarrollado! Recomendable para todos!
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