At some point, maybe even today, you’ve wanted to change someone’s mind. Persuasion is a key skill for everyone, and it can help you in business.

In his new book, The Catalyst, Wharton business school marketing professor Jonah Berger offers techniques and strategies for changing minds. One strategy seems counterintuitive, but it’s brilliant: Effective persuaders don’t tell people what to do; they encourage people to persuade themselves.