A Conversation with Jonah Berger

Alan Weiss's The Uncomfortable Truth® · Mar 9, 2023 · 19m

I became aware of Jonah Berger after reading his books Invisible Influence and Contagious (and later, The Catalyst). Somewhat ironically, he was and is a distinguished professor at the Wharton School where my very first book in 1988, The Innovation Formula, was on the curriculum. (He may not have been born then!) His current book, Magic Words: what to say to get your way, is fascinating. Jonah spoke at one of my events and mesmerized the group with his expertise on persuasion and influence. He’s studied how very slight word changes can make a profound difference in results. For example, by…