The Power of Subtle Changes in Words

A study from the 1970s found that using the word because can really influence behavior. We're trying to convince people all the time, so how can we be better at it? Just shifting a couple letters can increase our impact, but that's a simple thing we can do to increase our influence.

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At around one year old, Jonah Berger’s son started saying the word “peas.” What he really meant to say was “please,” but that didn’t matter. It was the first time his son realized that words can have magical effects. Magic words are all around us, whether we are trying to persuade a client, motivate a team, or even just talk to our peers. In this episode, Jonah is back on YAP to talk about his newest book, Magic Words. He will take a deep dive into how to persuade, communicate, and connect. He will cover the different types of words that can increase our impact in every area of our lives!

Jonah Berger is a world-renowned expert on natural language processing, change, word of mouth, influence, consumer behavior, and why things catch on. Dr. Berger is a Wharton School professor and internationally bestselling author of Magic Words, Contagious, Invisible Influence, and The Catalyst. He has published over 80 articles in top‐tier academic journals, teaches one of the world’s most popular online courses, and popular outlets like The New York Times and Harvard Business Review often cover his work.

In this episode, Hala and Jonah will discuss:

- Why words are magic

- How the word “because” changes behavior

- Changing nouns to verbs

- What happens when we use “I don’t” versus “I can’t”

- How to foster a “could” mindset

- Words that will help us sell our ideas

- The language of confidence

- Asking for the right advice

- Understanding the power of language

- And other topics…

Jonah Berger is a Wharton School professor and internationally bestselling author of Magic Words, Contagious, Invisible Influence, and The Catalyst. Berger has been recognized with a number of awards for both scholarship and teaching, including various early career awards. He was named one of the top 30 leaders in business by the American Management Association and one of the most creative people in business by Fast Company magazine.

Dr. Berger is a world-renowned expert on natural language processing, change, word of mouth, influence, consumer behavior, and why things catch on. He has published over 80 articles in top‐tier academic journals, teaches one of the world’s most popular online courses, and popular outlets like The New York Times and Harvard Business Review often cover his work. Berger has keynoted hundreds of major conferences and events like SXSW and Cannes Lions, advises various early-stage companies, and consults for organizations like Apple, Google, Nike, Amazon, GE, Moderna, and The Gates Foundation.

Resources Mentioned:

Jonah’s Website: https://jonahberger.com/

Jonah’s LinkedIn: https://www.linkedin.com/in/j1berger/

Jonah’s Twitter: https://twitter.com/j1berger

Jonah’s Instagram: https://www.instagram.com/j1berger/

Jonah’s Facebook: https://www.facebook.com/profile.php?id=220591

Jonah’s book Magic Words: What to Say to Get Your Way: https://jonahberger.com/magic-words/

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