Jonah Berger

And so it's not the reason itself.

Yes, the reason itself matters.

But even regardless of the reason, the word because can be quite impactful.

Basically, yes, because encourages us to give the reason.

Hopefully it's a good reason, but even if it's not a great reason, having a reason is better than not having a reason, right?

Understanding why someone wants something is usually a better way to create influence.

Yeah, so I talk about six types of language, and to help people remember them, I put them in a framework.

It's called the SPEAK framework, and that's S-P-E-A-C-C.

It wasn't clever enough to come up with a K, though somebody pointed out that K is really difficult in Scrabble, and so I don't feel so bad.

But the S sounds for the language of similarity and difference.

The P stands for the language of posing questions.

The E is the language of emotion.

The A is the language of agency and identity.

One of the Cs is the language of confidence.

And the other is the language of concreteness.

And I'll pick just one example from the language of agency and identity to talk about.

And there was a study that was done many years ago where they're trying to get people to help.

It's done in a classroom.

People need to clean up.

And so some of the students are asked to help.