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Lesson 3: Posing Questions | Jonah Berger
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October 13, 2025
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October 13, 2025
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5:00Now PlayingAmerican author Dale Carnegie wrote, “No one likes to feel that [they’re] being sold something or told to do a thing. We much prefer to feel that we are buying of our own accord or acting on our own ideas.” So when you want to persuade someone of something, you may want to tread carefully. According to marketing professor Jonah Berger, if — instead of telling them what to do — you ask them questions, they’re more likely to be open to your ideas.
In this video lesson, Berger discusses how to use questions to soften skepticism, encourage buy-in, and show that you care about others’ perspectives.
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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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