973: Mastering the New Rules of Persuasion with Leslie Zane

How to Be Awesome at Your Job

How to be Awesome at Your Job

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4.5 • 1.1K Ratings

🗓️ 24 June 2024

⏱️ 48 minutes

🔗️ Recording | iTunes | RSS

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Summary

Leslie Zane reveals why traditional persuasion tactics often fall short—and offers a new alternative that’s more effective.

— YOU’LL LEARN —

1) Why most attempts at persuasion fall short

2) How to bypass resistance with triggers

3) The unexpected people who will drive your success

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— ABOUT LESLIE —

Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients. Today, Triggers’ strategies are evident in diverse fields from consumer-packaged goods, health care and insurance.

An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term “Covid-stasis” forecasting the pandemic’s lasting psychological and behavioral effects. Zane has been published in prestigious publications including Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.

• Book: The Power of Instinct: The New Rules of Persuasion in Business and Life

• Book site: ThePowerOfInstinctBook.com

• LinkedIn: Leslie Zane

— RESOURCES MENTIONED IN THE SHOW —

• Book: The Measure: A Read with Jenna Pick by Nikki Erlick

• Movie Scene: Planes,Trains and Automobiles (1987), curtain earrings

— THANK YOU, SPONSORS! —

• Harvard Business Review. Get 10% off your subscription at HBR.org/subscriptions with the promo code AWESOME

• Hello Bello. Get 30% off your first customizable bundle with HelloBello.com/awesome

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Transcript

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0:00.0	95% of the decisions that we make are made on instinct.
0:12.2	That's the really the beauty of triggers. This is a way to
0:15.8	leverage what already exists in the mind because human beings are hardwired to
0:20.4	connect with the familiar with the things they already know and you latch on to
0:24.4	these things and it enables your message to go down into people's memory structure
0:29.4	much faster, much more easily without confronting that conscious mind that's resistant to change.
0:37.2	The moment that your brand is more salient than the next guy, it has a larger brand
0:42.0	Connectome.
0:43.0	That's the moment that people come over to you.
0:45.3	That's Leslie Zane.
0:49.4	She's an award-winning marketer, behavioral expert,
0:51.8	and brand consultant to many Fortune 500 companies.
0:54.8	Her work's been published in cool places like the Harvard Business Review and the World Economic
0:58.6	Forum.
0:59.6	And today she's going to share some powerful insight on persuasion from her latest book,
1:04.1	the power of instinct, the new rules of persuasion in business and life.
1:08.1	So you'll learn one, why most attempts at persuasion fall short.
1:11.8	Two, how to bypassed resistance with triggers.
1:14.5	And three, the unexpected people
1:16.8	will drive your success.
1:18.3	I'm Pete Bekitis,
1:19.4	because it's how to be awesome at your job.
	...

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