685: The New Rules of Persuasion (with Founder and CEO of Triggers, Leslie Zane)

685: The New Rules of Persuasion (with Founder and CEO of Triggers, Leslie Zane)

Welcome to an interview with an award-winning marketer, TEDx speaker and authority in harnessing the instinctive mind to accelerate brand and business growth, founder and CEO of Triggers, Leslie Zane. Leslie is the author of The Power of Instinct: The New Rules of Persuasion in Business and Life. In her book, Leslie 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.

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 her early career at P&G and Johnson & Johnson, Zane championed the position that what people say is unreliable and that telegraphic cues are more powerful than direct communication, but her unconventional thinking was often disregarded. In 1995, she founded Triggers®, 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 $20 billion in incremental revenue for Fortune 100 clients.

Today Triggers' strategies are evident in diverse fields from consumer-packaged goods, health care and insurance to fighting anti-Semitism, showcasing its versatility.

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.

Get The Power of Instinct here: https://rb.gy/l3ofdo

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Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach

McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf

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Jaksot(824)

32: Managed Out in 4 Months

32: Managed Out in 4 Months

Unfortunately, in management consulting this is something everyone should plan for. Performance or economic conditions can lead to the up-or-out policy being applied. We have had several requests to help mainly associate (MBA-level) admits. The key thing is not to panic. Not to lose any leverage. Not to make rash decisions and rush off resumes. Not to do anything until this has settled in and a strategy has been developed. The decision should not affect your self worth in any way. In all fairness, consulting firms do treat candidates well during this painful transition. Full disclosure, I was the architect of many such decisions and can understand the difficulty for candidates. Here I present a blue-print to follow which worked very well when I released candidates. With the economy already softening , recruitment down worldwide for 2012 and fees down in several major offices, this podcast is timely.

19 Syys 201118min

31: Deloitte S&O SC drops BCG

31: Deloitte S&O SC drops BCG

This is such a great dilemma. The answer is going to surprise many people. Therefore, pay attention to the logic we apply to answer this question, as well as the real examples we will offer. The options are a) going back to Deloitte as a manager, or potentially a lateral move as senior consultant in another country, b) going to industry or c) moving to BCG. The path you want to take is important, and leads to some surprising conclusions. Far too many applicants simply assume BCG or McKinsey are better than Deloitte S&O. All other things being equal, they are if you are pursuing corporate strategy and particularly their training and value systems. However, things are rarely equal and you have to isolate those things which are not and understand their impact on the attractive of each firm to you and only you.

13 Syys 201112min

30: Advice for US MBA Jan 2012 Interns

30: Advice for US MBA Jan 2012 Interns

Many of our candidates are still interviewing, but we can, with a fair degree of accuracy, determine how they will do. We project a 60%-65% placement rate, which considering that internships slots are far fewer than full-time slots, is expected. In this podcast we segment our candidates and present some important lessons for those who want to pursue the full-time cycle in September 2012, as well as candidates in other countries and US undergrads.

7 Syys 201112min

29: A Real Consulting Engagement

29: A Real Consulting Engagement

Most readers have a vague understanding of the lifestyle of a management consultant. It is cultivated by the images consulting firms work very hard to keep up. In this podcast we explain the issues found on a typical engagement, and most importantly, why the lifestyle is tough.

1 Syys 201137min

28: Advice for Aspiring Female Consultants

28: Advice for Aspiring Female Consultants

The problem with advice for female management consultants is that most of that advice is centered on telling females consultants they need to change to fit into consulting firms. That is bad advice, because you can never be happy if you change into something you are not. In the short-term, you may need to compromise, but you should always, always be trying to get the organization to adjust and accept you for who you are. That is essential.

26 Elo 201119min

27: Poor Case Learning

27: Poor Case Learning

Oddly enough, very few candidates critically evaluate their learning styles before embarking on case training. To be fair, those who are weak at learning, present the most challenging cases for us. This podcast looks at the different stages of learning: 0 – learning how to receive, capture and apply feedback, 1 – learning the hard skills, 2 – learning the communication skills, 3 – learning to apply both, and 4 – application of both in successively more complex environments.

20 Elo 201110min

26: My 1st COO Client

26: My 1st COO Client

The power and privilege of management consulting:I was in my lower 20′s when I was given my first engagement to interact directly with the COO of a major European multinational. There is no greater privilege in the world than gaining permission to sit across the table of an executive officer of a firm, and have a discussion about his operating model and its cost implications.

14 Elo 201116min

25: Prior Experiences Deficit

25: Prior Experiences Deficit

Unfortunately, this is a common question and dilemma for many candidates. They try desperately to gain experience at Deloitte or LEK, hoping this will offer an advantage when applying to the big three. In fact, this strategy is encouraged by many misguided MBA counselors and well-meaning friends who do not know any better – but should.

8 Elo 201117min

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