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Lesson 9: The Big Effects of Tiny Words | Jonah Berger
Posted
October 13, 2025
October 13, 2025
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7:18Now PlayingWhen resolving a conflict, you’re often advised to use “I” statements (i.e., “I felt X,” not “You made me feel X.”). But when consoling a friend, it’s suggested you focus on the “You,” not “I” (i.e., “That must have been very hard for you,” instead of “I know how you feel.”). Pronouns are little, but their use and context make a big difference in how others, including customers, receive what’s said.
In this video lesson, marketing professor Jonah Berger discusses when and how to use these tiny words effectively, as well as why you should aim to reduce your use of filler words.
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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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