Friday Sep 22, 2023

YAPClassic: Jonah Berger on How to Change Anyone’s Mind

Even as a kid, Jonah Berger had an eye for patterns and data. At age 7, he tested at genius IQ levels, and he got a near-perfect SAT score in high school. His mathematical, detail-oriented mind makes him exceptionally aware of patterns in human behavior. Now, he’s a globally renowned expert on influence, persuasion, and consumer psychology. In this episode of YAPClassic, Jonah will teach you how to change anyone’s mind by teaching you the right ways to ask questions and present information.

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:

- How Jonah started studying social psychology

- Why people have trouble changing

- What it means to be a catalyst

- How to think like a seasoned negotiator

- Why people enjoy engaging in forbidden behaviors

- Giving people a menu of options

- How asking questions can be more effective than making statements

- How Thailand reduced smoking by 40%

- The Endowment Effect

- And other topics…

Jonah Berger is a Wharton School professor and internationally bestselling author of Magic Words, Contagious, Invisible Influence, and The Catalyst. Jonah 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.

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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 Catalyst: How to Change Anyone’s Mind: https://jonahberger.com/books/the-catalyst/

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YAPClassic: Jonah Berger on How to Change Anyone’s Mind

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