This is the Read to Lead podcast, episode 465.

Words like seams, Mike, possibly, I think, in my opinion, are all examples of hedges.

And I'm not saying hedges are always bad, but we often use

them just like disfluencies, just like fillers. We say them because they're easy ways

to buy us time. But unfortunately, they have a pretty negative impact. Almost everything we do

involves words. Words are how we persuade, communicate, and connect. They're how leaders lead, salespeople,

sell, and parents parent. But certain words are more impactful than others. They're better at

changing minds, engaging audiences, and driving action. What are these magic words and how can we

take advantage of their power? Hi, I'm Jeff Brown, and this is the Read to Lead podcast, the podcast dedicated to your personal and professional growth.

I believe that if you want to achieve true success in your business and in your life, then intentional and consistent reading is an absolute must.

As you no doubt know, if you've listened for any length of time. Most weeks, we welcome in a successful

and inspiring author. Sometimes they're not so successful and not so, I'm kidding. Sometimes I do

solo episodes, but this is a week where we're welcoming another author. And I'm excited to say

that this is an author whose book I've been highly anticipating. Going back to that first

episode of this year,

remember where I highlighted the six books I'm most looking forward to in the first half of

2023. Well, about a month or so ago, we had the first of those six books and its author on the show.

That was Dr. Gloria Mark and her book, Attention Span. The second book on that list was a book called

Magic Words, What to Say to Get Your Way by Jonah Berger. And I'm excited to let you know that

he is indeed our guest on today's episode. I'll be asking Jonah to share about what it looks

like in practice to turn actions into identities and why that matters, how changing a single word

within your vocabulary can invite divergent thinking into your decision process, some of the

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