553: How to Change Minds and Organizations with Jonah Berger

Wharton professor Jonah Berger discusses the biggest obstacles to successful persuasion—and how to overcome them.

You'll Learn:

1) Why persuasive arguments don’t work—and what does

2) A simple technique to win over stubborn naysayers

3) How to introduce big changes with minimal resistance

About Jonah:

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst.

Dr. Berger is a world-renowned expert on change, word of mouth, influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published over 50 articles in top‐tier academic journals, teaches Wharton’s highest rated online course, and popular outlets like The New York Times and Harvard Business Review often cover his work. He’s keynoted hundred of events, and often consults for organizations like Google, Apple, Nike, and the Gates Foundation.

• Book: The Catalyst: How to Change Anyone’s Mind
• Book: Contagious: Why Things Catch On
• Website: JonahBerger.com
• LinkedIn: Jonah Berger
• Twitter: @j1berger

Resources mentioned in the show:

• Book: A Matter of Taste: How Names, Fashion, and Culture Change by Stanley Lieberson
• Term: Endowment effect
• Term: Freemium
• Clip: Heineken: Worlds Apart

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