Jonah Berger

And I don't want to get into politics here.

But whether you like Trump or whether you hate him,

You can't deny that he's been amazingly effective at selling his ideas.

He's gotten a lot of people to listen.

He's been able to persuade a large swath of the American public about what he wants them to think about.

And so something, whether you like him or not, he's doing is working.

what is it?

And so if you look at his language, it's actually pretty interesting, right?

Consider, I think he gave a speech, for example, when he was announcing his presidential run a number of years ago, where he said something like, you know, look, America's not what it used to be.

You know, I'm going to build a great wall and I'm going to build it very expensively.

And, you know, we don't win anymore with trade deals with China, for example, we're not winning.

And, you know, I beat China all the time, all the time.

And I'll do it here as well.

And, you

Some people listened to that speech and they said, you know, it's empty, it's vacuous, it's overly simplistic.

And yet, a year later, he was elected president.

And so, again, even if he didn't like that speech, something he's doing is working.

What is it?

And it turns out, if you look at his language,

He's doing the same thing that a lot of great salespeople do, that a lot of leaders like Steve Jobs or Elon Musk that gets a lot of attention, even gurus do, which is he does one particular thing.