Why You Shouldn't Push for Change

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst. He has published over 50 articles in top‐tier academic journals and he teaches Wharton’s highest-rated online course. He joins us on this episode to discuss the common mistakes people make when they seek to create change (hint: they push), what great change agents have in common, and how we can all be more effective. We also discuss his career journey, the process he follows to turn his research into best-selling books, and what advice he has for current students.