500 The Power of Instinct by Leslie Zane
The Marketing Book Podcast
Douglas Burdett
4.9 • 868 Ratings
🗓️ 9 August 2024
⏱️ 64 minutes
🧾️ Download transcript
Summary
The Power of Instinct: The New Rules of Persuasion in Business and Life by Leslie Zane
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 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:
- What kind of messages create the greatest amount of positive associations;
- Why finding new customers accelerates growth and relying on existing ones is a trap;
- Why emotional stories are not enough to drive trial and long-term brand loyalty.
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!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/power-instinct-leslie-zane
Transcript
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| 0:00.0 | This is Leslie Zane, author of the Power of Instinct, the New Rules of Persuasion in Business and Life, |
| 0:08.0 | and you are listening to the Marketing Book Podcast. Welcome to the Marketing Book Podcast. Podcast. |
| 0:13.0 | Welcome to the Marketing Book Podcast, helping you keep up with the smartest thinking in the quickly |
| 0:18.8 | changing field of modern marketing. |
| 0:21.4 | And now here's your host, Douglas Perdats. |
| 0:24.7 | Hello, thanks for joining me on the Marketing Book Podcast, where every Friday I publish an |
| 0:28.3 | interview with the author of a new Marketing or Salesbook, |
| 0:30.9 | this show has been named one of the top marketing podcasts by Forbes and |
| 0:34.4 | LinkedIn amongst others and has millions of downloads and listeners in over 185 |
| 0:38.8 | countries. Don't worry about taking notes. You can find links to everything |
| 0:42.3 | linkable in this |
| 0:43.1 | episode's website page at marketingbook podcast.com and since I get to read every |
| 0:47.8 | book featured on the show if I can recommend a specific marketing or sales book or any other resource I know of for |
| 0:54.4 | whatever challenge you're facing, connect and message me on LinkedIn and I will do my best to |
| 0:59.2 | get you pointed in the right direction. |
| 1:01.5 | All right, let's get on with the show. |
| 1:03.6 | Today we welcome Leslie Zane to talk about her book, |
| 1:05.9 | The Power of Instinct, the New Rules of Persuasion |
| 1:08.1 | and Business and Life, published by Public Affairs |
| 1:10.9 | an imprint of Heshet Book Group. |
| 1:13.1 | Leslie Zane has been turning the marketing industry on its head for the past 30 years. |
| 1:18.5 | As the founder of Triggers, a brand consultancy firm built on the premise that |
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