Talks at Google What to Say to Get Your Way | Jonah Berger
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Apr 11, 2025 
Jonah Berger, a Wharton Professor and bestselling author, dives into the power of language and its pivotal role in persuasion and communication. He explores 'magic words' that effectively influence decisions and behaviors. Berger introduces the SPEAK framework to enhance creativity and interpersonal relationships. He discusses how framing questions around possibilities fosters innovative thinking. Cultural nuances also play a vital role in communication, shaping perceptions and accents in everyday conversations. This insightful discussion reveals how word choice can indeed change the world.
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Targeting Change
- Identify something you want to change, whether it's a customer's mind or a colleague's behavior.
- Focus on how language can help you achieve that change effectively.
Word Choice
- We often overlook the specific words we use, focusing more on the ideas themselves.
- Subtle word changes significantly impact communication effectiveness.
Helper vs. Help
- Researchers asked preschoolers to "help clean up" or "be a helper."
- "Be a helper" increased helping behavior by 30%, highlighting the power of identity-based requests.
