A Conversation with Jonah Berger

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 using a justification—e.g., “because”—people are far more likely to grant you a favor or permission, even when the justification is weak. For example, “May I stop you from making copies and make some for myself because I need these copies,” actually was effective in controlled experiments. He identifies six basic areas for language improvement, from easiest to most difficult. An example of an easy one is saying: I’m a writer instead of I write. He’s a runner instead of he runs. She’s a singer instead of she sings. And the opposite can also be created: They are losers instead of they lost. You can see the subtle but very meaningful distinctions in these minor language adjustments. And he also talks about confidence, and telling stories, and the willingness to ask for help as a strength. Jonah is one of the most dynamic and effective intellects I’ve come across. He doesn’t teach. He’s a teacher. And his example at our conclusion of someone who represents excellence in using Magic Words may just stun you.

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