Dr. Jonah Berger

Wharton Professor, Best-Selling Author and World-Renowned Expert on Innovation and Change

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Wharton Professor, Best-Selling Author and World-Renowned Expert on Innovation and Change

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.

Change

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.

Media

Here are some example of media coverage: NPR’s Marketplace, CBS This Morning, CNBC, USA Today, Fast Company Profile, Harvard Business Review, and The New York Times.

The Catalyst: How to Change Anyone’s Mind

Everyone has something they want to change. Marketers want to change customers’ minds and leaders want to change organizations. Startups want to change industries and non-profits want to change the world. But change is hard. We push and push, but often nothing happens. Could there be a better way? This book introduces 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 five hidden factors that impede change, and how by mitigating them, you can become a catalyst.

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? This book will show you how. Invisible Influence spent more than three months on the New York Times bestseller list. It was also a Wall Street Journal and Washington Post bestseller and has been translated into over 25 languages.

Contagious: Why Things Catch On

Contagious: Why Things Catch On reveals the secret science behind why products, services, and ideas become popular. Discover how six basic principles drive all sorts of things to catch on. If you’ve ever wondered why certain stories get shared, brands get more word of mouth, or videos go viral, this book will explain why, and show you how to leverage these ideas to craft contagious content. Contagious was New York Times, Wall Street Journal, and Washington Post bestseller and has been translated into over 35 languages. Amazon named it one of the best books of the year and it received the Berry Book Prize from the American Marketing Association as the year’s best marketing book.
Berger has been recognized with a number of awards for both scholarship and teaching, including various early career awards. He was named one of the top 30 leaders in business by the American Management Association and one of the most creative people in business by Fast Company magazine. His research has been featured multiple times in the New York Times Magazine’s “Year in Ideas” and Wharton gave him the Iron Professor award for awesome faculty research.

Clients

Dr. Berger has helped hundreds of companies like Apple, Google, Nike, and GE get their products, services, and ideas to catch on. He’s helped Facebook launch new hardware, the Bill & Melinda Gates Foundation sharpen messaging, and small start-ups, political campaigns, and nonprofit organizations change minds and drive action. He’s also keynoted hundreds of major conferences and events like SXSW and Cannes Lions, and spoken to audiences from 10 to 10,000 people around the world.

Education

He received a BA from Stanford University in Human Judgment and Decision Making, and a PhD from Stanford in Marketing.

Magic Words: What to Say to Get Your Way

From emails and power points to phone calls and pitch meetings, almost everything we do involves words. Words are how we persuade, communicate, and connect. But certain words are more impactful than others. They’re better at changing minds, engaging listeners, and driving action. What are these magic words, and how can we take advantage of their power? This talk provides an inside look at the new science of language and how you can use it. Learn the words that convince clients, captivate audiences, and deepen social connection. How to ask the right questions, hold attention, speak with confidence, and design presentations, pitches, and other types of content for maximum impact. And how the words others use reveal hidden information about their interests, actions, and intent. Whether you’re trying to persuade a customer, motivate a team, or get a whole organization to see things differently, this course will show you how to leverage the power of magic words.

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 new 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.

Returning to Growth in the New World

Our world has recently undergone unprecedented change at a rapid pace. From remote work and online retail to shifting customer needs and employee mindsets, many things are different than they were before. But as we return to a new normal, smart companies and industries are recognizing the opportunity to also return to growth. How can you get your people on the right track and focused to take advantage of these emerging opportunities? In this timely and forward-looking presentation, Wharton Professor and change expert Dr. Jonah Berger explores how organizations can act now to succeed in the new world. Blending insights from his best-selling book The Catalyst, Berger will discuss the changes in consumer and customer behavior that have occurred so far, which pandemic-driven trends are here to stay, and how to thrive in the new reality we all find ourselves in. He shows how organizations and industries can adapt and motivate their leaders and employees to get on board. Berger will provide actionable tactics for pivoting strategy, thinking beyond the crisis, and changing minds to drive success.

Contagious: Why Things Catch On

Dr. Jonah Berger combines groundbreaking research and powerful stories as he sheds light on why things become popular. Based on 15 years of rigorous academic research, he put together a framework for making anything contagious using the acronym STEPPS: Social currency, triggers, emotion, public, practical value, and stories. In his presentations, he reveals the secret science behind why things succeed and how these six key factors drive all sorts of products, services, and ideas to catch on. Young and full of energy, he is interactive with his audience, quickly demonstrating that our intuitions aren’t always right. Berger also uses funny and compelling examples to reinforce his message and keep his presentation engaging. He provides a set of specific, actionable techniques for driving diffusion. Whether you’re trying to change public perception of an industry, get a product or service to catch on, change organizational culture, or become a more effective leader, these tools will help you get there.

Disruption-Proof

We live in an age of disruption. Entire industries have been uprooted and displaced by new technologies and business models, and the most successful corporations out there didn’t exist just a few decades ago. When it comes to Silicon Valley titans such as Amazon, Uber, and Airbnb, you have to wonder whether incumbents in the consumer goods, automotive, and hotel industries could have gotten their first—and what’s coming next. How can we stay ahead of this relentless innovation? How can we make sure we’re doing the disrupting, and not being disrupted ourselves? In this exciting, new presentation, Wharton Business School Professor and disruption guru, Dr. Jonah Berger, explains how organizations can make themselves “disruption-proof.” Learn why some companies are more likely to get displaced, how executives ought to be reimaging their competitive set to better service evolving consumer needs, and what innovators do differently than everyone else that makes them so successful. From shifting mindsets and redefining your competitive set to “de-risking” innovation and why great companies cannibalize themselves, Berger demonstrates how we can survive, and win, in this new age.

Leading Innovation & Effective Culture Change

In a high-energy presentation based on his groundbreaking research on organizational communication and word of mouth, Dr. Jonah Berger examines the science behind leading effective change in an era of dramatic technological and business transformation. Why is it so difficult to promote change in the first place? How do you grease the system to make people more likely to adopt positive behaviors and ignore negative ones? How do you push past mental barriers that insist innovative practices are impossible or fraught with risk? Jonah Berger offers audiences practical strategies for leading change in a clear and actionable way that encourages buy-in and drives results. He shares how to overcome reticence to change, how to avoid the “curse of knowledge,” and how to build a movement that shifts your audience from passive listeners to active participants, who become a powerful channel for diffusing your message. If your organization is looking for a forward-thinking talk aimed at getting change to catch on, this talk is can’t-miss.

All Dr. Jonah Berger Books

The Catalyst: How to Change Anyone’s Mind
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Invisible Influence: The Hidden Forces that Shape Behavior
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Contagious: Why Things Catch On
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Jonah was perfect for our program! He really digested the information that we sent over to him in advance and pulled relevant items and topics to form some of his presentation slides. This really resonated well with our audience and drew them into his speech in a very meaningful way. People really took his message to heart about learning how to make wind energy a contagious topic for consumers; I mean to the point where you would be speaking with someone later that day and they were referencing some of the lessons from Jonah’s speech! It was fantastic! The meet and greet that we had with Jonah and a handful of our Board members was a real treat as well. These very high level and intelligent folks were hanging on his every word and getting some great advice from him. Even though he challenged their traditional views on marketing strategy and so forth they really understood what he was saying and why it was great!

- AWEA |

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Recent Books

The Catalyst: How to Change Anyone’s Mind
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Invisible Influence: The Hidden Forces that Shape Behavior
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