Wharton Professor, Bestselling Author, and World Renowned Marketing Expert
Jonah Berger: Biography at a Glance
- Dr. Jonah Berger is an internationally bestselling author and a world-renowned marketing expert.
- He is a Marketing Professor at the Wharton School at the University of Pennsylvania sharing his expertise on change management, influence, word of mouth, natural language processing, consumer behavior, and how products, ideas, and behaviors catch on.
- He consults for hundreds of organizations including Apple, Google, Nike, Amazon, GE, Moderna, and The Gates Foundation.
- Over a million copies of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone’s Mind are in print in over 35 countries around the world.
Videos
Biography
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. Berger 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.
Topics
How to Change Anyone’s Mind
Everyone has something they want to change. Salespeople want to change the customer’s mind. Managers want to change employee behavior. Leaders want to change the way an entire organization does business. But change is hard. We persuade and cajole and push and push, but even after all that work, often nothing happens. Things change at a glacial pace, if at all. Could there be a better way?
In this talk, Wharton Professor and change expert Dr. Jonah Berger outlines a revolutionary approach to change. Successful change isn’t about pushing harder or exerting more energy. It’s about removing barriers. Overcoming resistance by reducing friction and lowering the hurdles to action. Discover the hidden factors that impede change, why your biggest competitor is inertia, and why big changes require asking for less, not pushing for more. Whether you’re trying to change how consumers think, motivate people to act, or shift the way an entire industry does business, Berger will teach you how to become a catalyst.
How to Make Anything Catch On
Some products, ideas, services, and behaviors catch on and become popular while others falter. Why do some things get more word of mouth than others, and how, by understanding that science, can we make our own stuff more successful?
In this talk, Jonah Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become popular. From consumer products and policy initiatives to B2B services and ideas and initiatives within organizations. If you’ve ever wondered why certain ideas get shared, brands get more word of mouth, or videos go viral, he explains why.
Jonah provides audiences with a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, or a health official trying to get the word out, you will benefit from learning how to make anything more contagious.
Invisible Influence: The Hidden Forces that Shape Behavior
Ever wish you could be more influential? Be better at motivating yourself and others? Make smarter decisions and shape group opinion? In this talk, Jonah Berger shows you how.
Ninety-nine percent of all decisions are shaped by others, yet we’re often woefully unaware of when influence happens and how it works. When do people do the same things as others and when do they do something different? When are other people motivating and when are they demotivating? And how by understanding this secret science, can we be more successful, in both our professional and personal lives?
Influence is a powerful tool, but to harness that power, we have to understand how it works. You’ll learn why others make us faster runners but worse parallel parkers, why elite athletes tend to have older siblings, and what Goldilocks can teach us about launching successful products and ideas. You’ll never look at your own behavior –or the behavior of others—the same way again.
