Why turn shoulds into coulds, when 'don't' is better than 'can't', the power of 'because', the right way to say 'no'...
In his new book Magic Words: What to Say to Get Your Way, Jonah Berger, author and marketing professor at the Wharton School of the University of Pennsylvania, talks about the hidden science behind language and how to use it effectively to change minds, engage audiences, and drive action.