"The Power of Instinct: The New Rules of Persuasion in Business and Life" by Leslie Zane
The Marketing Book Podcast
Weekly interviews with authors of new marketing and sales books. The podcast concluded in 2024 after 502 interviews.
About the Book
Award-winning Fortune 500 brand consultant and behavioral expert Leslie Zane shatters conventional marketing wisdom, showing readers how to tap into the hidden brain where instinct prevails, creating a powerful network of connections that drive people to buy your product, company, or vision.
People don’t make decisions with their conscious mind, but on instinct.
In The Power of Instinct, marketing consultant and behavioral science expert Leslie Zane shows that to grow a brand, business, or even a social movement, traditional persuasion tactics fall short.
Instead, you must connect to the instinctive mind. And to do this, you need to understand the science of consumer choice and employ techniques that work with a person’s brain, not against it.
Zane uncovers the hidden network of connections that dictates the snap decisions we make and cracks the code on how to influence it.
With a revolutionary set of rules for expanding g the network, Zane shows us how to make any brand, business, political candidate, or idea the dominant instinctive choice.
With science as your guide, as well as stories from the world’s most successful brands from McDonald’s and Lululemon to the Yankees and Taylor Swift, you’ll learn:
Whether you’re an entrepreneur, Fortune 500 executive, marketing professional, or job seeker, mastering the power of instinct will help supercharge your growth and make whatever you’re selling the first choice for any audience.
About the Author
Leslie Zane has been turning the marketing industry on its head for the past 30 years.
As the founder of Triggers, a brand consultancy firm built on the premise that instinct, rather than conscious thought guides brand decisions, Leslie has accelerated growth for Fortune 100 companies like Pepsico, Mars, Aetna, Kraft Foods, and McDonald’s.
Her work has been featured in Harvard Business Review, MIT Sloan Review, Forbes, Barrons, TEDx, Scientific American, and more.
Leslie is a graduate of Yale University (home of the fighting Bulldogs) and later earned an MBA from Harvard Business School.
And, interesting fact – at Yale, Leslie was a member of the Proof of the Pudding a capella singing group!
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3 个月Firstly, Douglas, a YOOJ congrats on hitting this amazing milestone, given our recent chat about how most episodes die a death barely after starting. Secondly... I didn't even have to think about listening to this episode. I just instinctively let my fingers do the work (ahem) and pressed play. ??