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Invicible Influence: How to Get Prospects to Care | Jonah Berger
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This week, Mark speaks with Jonah Berger, a Marketing Professor at the University of Pennsylvania’s Wharton School about ways to positively leverage influence within your organization.
Jonah is a world-renowned expert on change, word of mouth, influence, consumer behaviour, and how products, ideas and behaviours catch on. He’s worked with big names like Apple, Google, and Nike, and written the bestsellers Contagious, Invisible Influence, The Catalyst, and Magic Words. He speaks with Mark about using the hidden strategies of influence to drive action and change minds.
Here are some of the topics Mark and Jonah discuss in this episode:
Why we are so easily influenced
Some subtle ways we are influenced every day
How relying on our friends and peers helps us make better decisions
Why being influenced is perceived negatively, but it often makes us better off
How influence can be helpful in both mundane and important decisions
Overcoming our ingrained anti-persuasion radar
Why the “Ask, Don’t Tell” method is so successful
The more we understand about human behaviour, the better off we'll be
How hedges reduce persuasion
Why you should consider being very certain about a smaller set of things
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