marketing is seen as a four-letter word, right, a bad thing. Influence is seen as a bad thing.

No one wants to be influenced. But if we use these type of tools to get people to make better

choices, to feel better about themselves, to eat healthier, to exercise more, to do a variety

of good things, we wouldn't say that's negative, right? We would say that that's good, right? We're

moving them in the right direction. It's only when these tools are used to encourage people to buy

something they don't need or make bad decisions, then we see influences as a negative thing.

And so to me, you know, influence marketing, behavioral science in general is neither good

nor bad. It's kind of agnostic. It's a tool.

That was Jonah Berger. Now, Jonah is a marketing professor at the Wharton School at the University of

Pennsylvania. He's also a very well-known author, author of other books called Contagious, Invisible Influence, The Catalyst.

And today we are talking about language in his most recent book called Magic Words.

Now, before you go, wait a minute, what do I care about language?

I'm not a linguist, but you are.

And you've heard me say many times on the show that the words you say to yourself are the most important words in the world.

But if you, I wouldn't even leave it there, right?

If you are interested in things like confidence, if you are interested in things like your identity, who are you at your core agency, the agency that you have in the

world, your ability to do what you wish, how you wish. These are fundamentally, it turns out,

especially in our culture, since we're social animals, are grounded in our ability to choose

words wisely.

And this is why, among other things, this conversation is absolutely fascinating.

Take confidence, for example, do you want to be more confident?

Yes, it turns out that choosing the words that that signal confidence, whether you're

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