Words have impact. But when it comes to enchanting audiences and captivating with communication, Jonah Berger, PhD ’07, says some words are more potent than others.

Berger is a Wharton School professor and an internationally bestselling author. His most recent book, Magic Words: What to Say to Get Your Way, identifies language we can use to communicate more effectively in all sorts of personal and professional contexts. “Subtle shifts in language can have a huge impact on everything from convincing clients and holding attention to connecting with loved ones in our lives,” Berger says.

Magic words allow us to change minds, engage audiences, and drive action. In this episode of Think Fast, Talk Smart, Berger and host Matt Abrahams discuss how we can leverage their power in our own communication.

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