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 and reveal hidden information about the people that use them. What are these magic words, and how can we take advantage of their power?

We all know ideas and information spread through word of mouth. But according to Berger, the key to making things really popular happens long before it’s discussed at the water cooler or “liked” online. It starts with the message. Drawing on his groundbreaking research, he explains that there are six key steps that make products or ideas contagious. Those “STEPPS” — Social Currency, Triggers, Emotion, Public, Practical Value, and Stories — will help any product or idea spread like wildfire. Surprisingly, Berger also reveals just how little word of mouth is generated online versus elsewhere. Whether you’re a public health official trying to get the word out, a small business owner trying to get your restaurant to catch on, or a manager at a big company trying to make your product popular, Berger’s findings will help you craft products and messages that people will share.

Everyone has something they want to change. Salespeople want to change the customer’s mind. Managers want to change employee behavior. Leaders want to change the way an entire organization does business. But change is hard. We persuade and cajole and push and push, but even after all that work, often nothing happens. Things change at a glacial pace, if at all. Could there be a better way? This talk 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. Discover the hidden factors that impede change, why your biggest competitor is inertia, and why big changes require asking for less, not pushing for more. Whether you’re trying to change how consumers think, motivate people to act, or shift the way an entire industry does business, this talk will teach you how to become a catalyst.