What to Say to Get Your Way | Jonah Berger | Talks at Google

Professor and author Jonah Berger joins us to discuss his book Magic Words: What to Say to Get Your Way.
Almost everything we do involves words. Words are how we persuade, communicate, and connect. They’re how leaders lead, salespeople sell, and parents parent. But certain words are more impactful than others. They’re better at changing minds, engaging audiences, and driving action and reveal hidden information about the people that use them. What are these magic words, and how can we take advantage of their power?
Get the book here: goo.gle/42aB4du.
For more information on Jonah, please visit jonahberger.com/.
Jonah Berger is a Wharton Professor, internationally bestselling author, and world‐renowned expert on change, word of mouth, influence, natural language processing, and how products, services, and ideas catch on. He has published over 70 articles in top-tier academic journals, teaches one of the world’s most popular online courses, and accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Millions of his books, Contagious, The Catalyst, Invisible Influence, and most recently Magic Words, are in print in over 35 countries around the world. Jonah 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.
Moderated by Jason Lunn.
#talksatgoogle #communication

[@SandyFischler]

Every time Jonah opens his mouth I learn something new that helps me be a better manager, marketer, designer, and partner.

[@prayaanshmehta3200]

9:34 (1) turning actions to identities

[@reversefulfillment9189]

Prompt engineering for human interaction. Some really valuable insights here. Thanks

[@santakhatri8192]

looks at डिजाइन आर्किटेक्ट🎢 God 👘✝️

[@catzania6827]

The way Jonah Berger articulate about The Magic Words is so smooth, it feels like someone dancing on the piano keys creating an enchanting melody.

[@geedhas]

Speak YOUR Truth. It always comes out right. Lovely

[@BOUAISSASeddik]

speacc

[@geedhas]

@@BOUAISSASeddik SPEACCer's already!

[@DharmendraRaiMindMap]

Jonah rocks as always !

[@user-hg3yz1zz2p]

Great talk!

[@afihaileywibowo1095]

I'm rather hesitant to ask help from someone, could you be a helper? I'm still searching for a better for that could indentify someone who can help as helper in a way that doesn't sound auxilliary. But overall, I agree to shift from the action into indentity. It's more personal and powerful.

[@patrick8030]

I recommend that long acronyms are useless and even offputting.

[@shreeabraham]

🎯 Key Takeaways for quick navigation: 00:57 *🗣️ Jonah Berger introduces the concept of using language effectively for influence.* - Language plays a crucial role in influencing others, whether internally or externally. - Subtle shifts in language can significantly impact our ability to persuade and influence others. - Understanding the power of language can enhance personal and professional effectiveness. 03:18 *📚 Jonah Berger discusses the framework of "Magic Words" and its application.* - Introduces the SPEACC framework: Similarity and difference, Posing questions, Emotion, Agency and identity, Confidence, Concreteness. - Explains how each element of the framework contributes to increasing impact and effectiveness in communication. - Emphasizes the practical application of language insights in various aspects of life and work. 07:09 *🧠 Using linguistic cues to influence behavior.* - Research examples demonstrate the impact of framing actions as identities. - Small linguistic shifts can significantly influence behavior and decision-making. - Understanding the psychology behind language can lead to more effective communication strategies. 12:26 *💡 Harnessing the language of agency and identity for problem-solving and creativity.* - Explains how shifting from "should" to "could" can enhance creativity and problem-solving abilities. - Describes the power of framing actions as identities to influence behavior. - Provides practical examples of applying linguistic insights to promote positive outcomes. 16:43 *🎙️ Trump's Communication Style* - Speaking with confidence and certainty is a common trait among successful figures like Trump, Steve Jobs, and Elon Musk. - Trump's use of definites and absolutes in his speech, projecting certainty in his statements. - Research indicates that speaking with certainty has a persuasive impact on others, even if overconfidence is present. 19:34 *🗣️ The Impact of Hedging* - Hedging in speech, characterized by uncertainty and ambiguity, undermines the persuasiveness of communication. - Overuse of hedges can lead to decreased confidence in the speaker's message and competence. - Ditching hedges and expressing uncertainty more effectively by naming or calling it out can enhance persuasiveness. 21:57 *🚫 Eliminating Fillers and Hesitations* - Avoiding filler words like "um," "uh," and "er" improves communication effectiveness and perceived confidence. - Practice speaking with pauses instead of fillers to convey certainty and clarity in speech. - Recording and transcribing speech can help identify and eliminate filler words for better communication. 23:22 *🛠️ Contextual Application of Certainty* - Understanding when to communicate certainty and when to express uncertainty is crucial in different contexts. - Effective communication involves adapting the level of certainty based on one's role, situation, and audience. - Balancing confidence with vulnerability can enhance persuasiveness and openness to others' opinions. 33:01 *🖥️ Computational Tools for Textual Analysis* - Large-scale automated text analysis is invaluable for parsing language for behavioral insights. - Automated textual analysis tools revolutionize understanding of human behavior, akin to the microscope in chemistry and biology. 34:27 *🗣️ Impact of Words on Human Behavior* - Words have power to influence actions, as demonstrated by a child's use of language to prompt desired responses. - Understanding the impact of words on communication enhances one's ability to shape perceptions and actions. 36:22 *🌍 Cross-Cultural Considerations in Language* - Language elements like agency and identity are consistent across cultures, but communication styles may vary. - Cultural context influences the effectiveness of certain language strategies, such as expressing certainty. 38:17 *🧠 Navigating Confidence and Uncertainty* - Balancing confidence and uncertainty in communication is crucial to avoid appearing aggressive or overly assertive. - Personal hedges, like acknowledging uncertainty while expressing opinions, can maintain credibility and openness in dialogue. 39:45 *💬 Influence of Language Models on Communication* - Language models like LLMs offer efficient content generation but may lack understanding of human behavior for persuasive communication. - Understanding why people act as they do remains essential despite advancements in language generation technology. 41:39 *📢 Language in Brand Communication* - Language in brand communication varies in effectiveness depending on the desired outcome, whether it's grabbing attention or providing assistance. - Tailoring language to specific contexts enhances engagement and perceived helpfulness. 44:00 *🤔 Persuasion vs. Manipulation* - Distinguishing between persuasion and manipulation often depends on ethical considerations and the intended outcomes. - Understanding the science of influence empowers individuals to make informed decisions about their communication strategies. 45:26 *📚 Writing "Magic Words" and Balancing Content* - Writing a book like "Magic Words" involves balancing between fascinating research insights and practical, applicable content. - The challenge lies in bridging theoretical insights with actionable strategies for everyday communication. Made with HARPA AI

[@Oz1111]

3rd point about definitive talking I opposite of how Benjamin Franklin advices in his autobiography. I could be wrong but that's what I remember...

[@santakhatri8192]

Infront Left Right back yard Ware for God 👘🗣️ not following टू द humanity right 👍 पार्ट❔❓💢👘

[@DMT4Dinner]

“We want to avoid filler words, right?” …right

[@santakhatri8192]

Bull 🐂 fight🐃❔❓🧠💢👘🌐

[@ExcellencePeacock]

What doesnt make sense to me is that if special language makes people "choose yes more", this special language changes over time, when people catch on to what 'makes them say yes more' they probably would change their outlook on what to agree with. I think its more important to just sell honestly, and returm all goods that dont stand to requirements when selling, if selling was the goal.

[@CarolynStrauss]

K: Knowledge: know what you're talking about or your intention for the interaction.

[@santakhatri8192]

फंग्शन अल रेडी चेंज माइंड ग्लोब🌐👘

[@diegocaro]

Does this apply for languages other than English like spanish?

[@santakhatri8192]

My mind avenger look at Scott Land🕵️🛢️

[@iamardeep7]

It's always great to read and listen to Jonah Berger .. just read his book Magic Words 🪄

[@luciannebeans6679]

Doesn’t matter what you say kids, as long you’re full of certainty. And this is why narcissists and psychopaths rule the world.

[@frandsfrydendal7408]

You know what you are talking about. Obviously. However, you seem to not care about a certain more moral question: Is this a conversation, where I want to manipulate you into doing my will, no matter how good and true it is - or is this a dominance free conversation, with the intention to produce reason and at least avoid dominance, manipulation and statements that are untrue? Is it a conversation between reasonable people - or one between competing wills? To be reasonable means to have a certain amount of humility.

[@saab6032]

i am a biologist turned to behavioral scientist

[@santakhatri8192]

🌟 फीस problem octopus 🐙 Treet🔬🥽🧑‍🔬

[@BroileR2007]

I've been paying increased attention to my choice of words since long ago, and how you phrase your statements is definitely important. But from this video the author's theory looks overinflated to me, I'm hesitant whether I should read the book.

[@watermelli1980]

speaking with certainly and conviction is not as well received if it's coming from a woman. Can conform LOL. But great observations.

[@peacefulpeds5623]

Could you find someone other than Trump as an example. I was turned off when I saw his picture.

[@caiheang]

Same sentiment, although it is immensely useful for us to learn from the narcissist so we can spot their tricks.

[@randyzeitman1354]

Existential vs conventional.

[@Mr.Monta77]

To get your way is a bad idea. The whole premise is faulty. To get your way do not benefit neither you, nor you partner, family, colleague nor customers. ‘To get your way’ examplifies a narrow, selfish mindset which does not lead to personal development, progress, improved relationship, not business success. And people won’t like you.

[@ptimlee]

It sounds like you prefer people to get YOUR way 😂

[@Mr.Monta77]

@@ptimlee I suspect you deliberately misunderstand me. I am very rarely correct about anything. I don’t need to be.

[@patrick8030]

This guy is supposed to be some kind of marketing guru but uses Trump's image and praise of his speaking style in his presentation. What an idiotic turnoff that is. I wouldn't take home his book if it was given to me for free.

[@alsuklimovskaya4917]

Thanks a lot 🫶

[@santakhatri8192]

don't forget 😜 promote God 👘✝️