Lesson 1: The SPEACC Framework | Jonah Berger
October 13, 2025
Search the Record
IndexedEvery word spoken in this episode is indexed. Type any phrase to jump straight to the moment it was said.
Type any word or phrase that may have been spoken. Click a result to seek the player to that exact moment.
Try a name, a topic, or a quoted line
Big Think Episodes Around October 13, 2025
See what was published immediately before and after this episode.
4:50Now PlayingLesson 1: The SPEACC Framework | Jonah Berger
YouTube Description
as posted by the channelPublic speaker Mohammed Qahtani once said, “Words have power, words are power, words could be your power also.” Marketing professor Jonah Berger agrees — he argues that studying language provides invaluable data-driven insights. You can gather information about your colleagues, audience, or customers (and vice versa), allowing future behavior and outcomes to be predicted.
In this video lesson, Berger discusses the power of linguistics and introduces his SPEACC Framework that delineates six types of language that can make you a master communicator.
----------------------------------------------------------------------------------
Go Deeper with Big Think:
►Become a Big Think Member
Get exclusive content, early, adfree access to new releases, and more.
►Subscribe to Big Think on Substack
Explore content that enlightens, inspires, and transforms.
►Get Big Think+ for Business
Engage learners like never before with highimpact video microlearning from the biggest thinkers in the world.
----------------------------------------------------------------------------------
About Jonah Berger:
Jonah Berger is a Wharton School professor and the internationally bestselling author of Magic Words, Contagious, Invisible Influence, and The Catalyst.
Dr. Berger is a world-renowned expert on natural language processing, change, word of mouth, influence, consumer behavior, and why things catch on. He has published over 80 articles in top-tier academic journals, teaches one of the world’s most popular online courses, and popular outlets like The New York Times and Harvard Business Review often cover his work. 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.
Find Jonah’s website and his latest book below:
Guests & Subjects Covered
Sentinel Indexing in Progress
Metadata and chapters are available. Claim extraction for this episode is pending.
All video content is delivered via YouTube embedded players in accordance with the YouTube Terms of Service. Sentinel provides research tools that promote discovery and accountability across political media.