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Lesson 2: Similarity and Difference | Jonah Berger
Posted
October 13, 2025
October 13, 2025
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3:42Now PlayingYour best friend always says “Geez Louise!” after making a mistake. Suddenly, you spill coffee in your lap and hear yourself yelling their catchphrase. According to marketing professor Jonah Berger, we tend to conform to the language norms around us, and the degree to which someone enculturates linguistically at work can be especially telling.
In this video lesson, Berger discusses how you can use language to connect with others and how organizations can look to employees’ language for signs of who’s likely to stay or go.
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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:
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