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
Пенсильванский университетОб этом курсе
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Английский
Субтитры: Французский, Португальский (Европа), Русский, Английский, Испанский
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень
Прибл. 6 часов на выполнение
Английский
Субтитры: Французский, Португальский (Европа), Русский, Английский, Испанский
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Пенсильванский университет
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.
Программа курса: что вы изучите
1 ч. на завершение
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 ч. на завершение
3 видео ((всего 19 мин.)), 1 материал для самостоятельного изучения, 1 тест
1 материал для самостоятельного изучения
Module 1 Lecture Slides10мин
1 практическое упражнение
Module 1 Quiz30мин
1 ч. на завершение
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 ч. на завершение
9 видео ((всего 47 мин.)), 1 материал для самостоятельного изучения, 1 тест
9 видео
Need for Freedom and Autonomy4мин
Provide a Menu3мин
Ask, Don't Tell4мин
Highlight a Gap8мин
Endowment - Staying Put Feels Costless4мин
Surface the Cost of Inaction6мин
Burn the Ships5мин
Frame New Things as Old4мин
1 материал для самостоятельного изучения
Module 2 Lecture Slides10мин
1 практическое упражнение
Module 2 Quiz30мин
2 ч. на завершение
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 ч. на завершение
10 видео ((всего 69 мин.)), 1 материал для самостоятельного изучения, 1 тест
10 видео
Confirmation Bias6мин
The Movable Middle6мин
Ask for Less6мин
Switch the Field to Find an Unsticking Point7мин
Uncertainty - Easier to Try, More Likely to Buy7мин
Harness Freemium10мин
Shrink Upfront Costs8мин
Drive Discovery4мин
Make it Reversible7мин
1 материал для самостоятельного изучения
Module 3 Lecture Slides10мин
1 практическое упражнение
Module 3 Quiz30мин
1 ч. на завершение
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 ч. на завершение
5 видео ((всего 24 мин.)), 1 материал для самостоятельного изучения, 1 тест
5 видео
Who Else to Involve3мин
When to Space Corroborative Evidence Over Time2мин
How to Best Deploy Scarce Resources When Trying to Change Minds on a Larger Scale6мин
Course Conclusion5мин
1 материал для самостоятельного изучения
Module 4 Lecture Slides10мин
1 практическое упражнение
Module 4 Quiz30мин
Рецензии
Лучшие отзывы о курсе REMOVING BARRIERS TO CHANGE
от партнера GB14 сент. 2020 г.
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.
от партнера NK17 авг. 2020 г.
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.
от партнера CB17 нояб. 2020 г.
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.
от партнера SM20 дек. 2020 г.
A lot of interesting points were explained by the instructor in an easy to understand and implement way. Very helpful and informative course.
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