Invicible Influence: How to Get Prospects to Care | Jonah Berger

This week, Mark speaks with Jonah Berger, a Marketing Professor at the University of Pennsylvania’s Wharton School about ways to positively leverage influence within your organization. 

Jonah is a world-renowned expert on change, word of mouth, influence, consumer behaviour, and how products, ideas and behaviours catch on. He’s worked with big names like Apple, Google, and Nike, and written the bestsellers Contagious, Invisible Influence, The Catalyst, and Magic Words. He speaks with Mark about using the hidden strategies of influence to drive action and change minds. 

Here are some of the topics Mark and Jonah discuss in this episode:

• Why we are so easily influenced

• Some subtle ways we are influenced every day

• How relying on our friends and peers helps us make better decisions

• Why being influenced is perceived negatively, but it often makes us better off

• How influence can be helpful in both mundane and important decisions 

• Overcoming our ingrained anti-persuasion radar

• Why the “Ask, Don’t Tell” method is so successful

• The more we understand about human behaviour, the better off we'll be

• How hedges reduce persuasion

• Why you should consider being very certain about a smaller set of things

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