They’re skills you develop and if you understand the power of magic words and how to use them, we can all increase our impact. But if you look under the surface, you realize that writing and speaking aren’t talents you’re born with. We might think that certain people are naturally better writers or speakers and think that we can’t compete. Of course, they almost never have the signs to back them up, but Berger’s research into the inner workings of language has uncovered some extraordinary scientifically backed magic words we never knew that we had. Paul Rand: We live in the era of the life hack, a quick way to lose weight, be more productive, find the love of your life. I found this so fascinating because this was him realizing that words had power. He’d say yo again and then he’d say the word peace. So he’d say yo if he wanted yogurt, but if you didn’t sort of hop to it and do what he want, he’d look you dead in the eye. Jonah Berger: But what he would do is he would ask for something. Paul Rand: His most recent book is called Magic Words: What to Say to Get Your Way. He said the word peace because he didn’t have his Ls yet. Jonah Berger: And he actually meant the word please. Paul Rand: Berger is a professor at the Wharton School of Business at the University of Pennsylvania and an international bestselling author. But one word he used in particular I found quite interesting, and that was the word peace. He would use the word brow bear, refer to his favorite stuffed animal, which is a brown bear. Jonah Berger: He would use the word yo to refer to yogurt. And he, like many kids at a certain age, started using language. Jonah Berger: Soon after, I started working in this space, our first child was born and his name is Jasper. But what if I told you that you’ve actually had a superpower since you were a little kid and you just didn’t know it yet? Paul Rand: Everyone wishes they had a superpower, something magical that could help them get exactly what they want out of life. 3 Rhetorical Techniques to Increase Your Impact-Harvard Business Review.Finding the Words That Get Results-The Wall Street Journal.This One Small Word Change Can Make You Instantly More Persuasive-Entrepreneur.Please rate and review the Big Brains podcast. Subscribe to Big Brains on Apple Podcasts, Stitcher and Spotify. Jonah Berger of the Wharton School uses massive data sets and machine learning to tease out the “magic words” that can transform our lives.Ĭould changing just a single word in your mind help you stick to that diet? Could mastering when to say “you” and when to say “I” save your marriage? Does the word “could” make you more creative than “should”? We find answers to these questions and more as we delve into the science-backed power of words. In a fascinating new book, “Magic Words: What To Say To Get Your Way," Prof. Well, it turns out you’ve had a secret power since you were a child, you just don’t know how to use it yet.
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