Jonah Berger: Catalysts to Change
University of Pennsylvania Wharton School professor, Jonah Berger, discusses the importance of catalysts in the business world and how they incite innovation. An expert on why products, services, and ideas catch on, Berger offers real life examples of how organizations and companies jump on the innovation train by removing obstacles.
Berger outlines a revolutionary approach to change. Successful change isn’t about pushing harder or exerting more energy. It’s about removing barriers. Overcoming resistance by reducing friction and lowering the hurdles to action.
Marketing Professor and Best-Selling Author of Contagious
Have you ever wondered why more salespeople buy BMWs than other cars? Or why a name’s popularity grows after a hurricane of that name hits? Jonah Berger has the answers. A marketing professor at the Wharton School at the University of Pennsylvania and the New York Times best-selling author of the books "Contagious: Why Things Catch On" and "Invisible Influence: The Hidden Forces That Shape Behavior," Berger has spent the last decade studying how social influence works, why certain ideas and products catch on, and what we can do to make ourselves more influential. He shares with audiences the keys to harnessing this “influence” to forge great partnerships, sell slow-moving products, and be more intentional with business strategies. His work is regularly published in top-tier journals, he consults for a variety of Fortune 500 companies, and popular outlets like Harvard Business Review often cover his work.