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(823)

7: English-speaking offices

7: English-speaking offices

Aspiring consultants typically struggle at this selection and arrive at the wrong strategy. When you live in a country with just one BBM office, like most countries, how do you select a 2nd, 3rd or 4th choice? How many options do you realistically have and how do you size them up? Are the UAE and Singapore your only options? This podcast addresses these issues.

22 Huhti 201114min

6: Advice on speaking like a consultant

6: Advice on speaking like a consultant

If you read forums worldwide everyone is obsessed with cracking the case. Yet, most people cannot communicate like a consultant. We hope by reading this post, candidates spend an equal, if not more, time focusing on their communication skills as well. If you cannot speak like a consultant, you cannot be a consultant.

16 Huhti 201116min

5: Families and McKinsey

5: Families and McKinsey

No one will say this, but you should not be planning a family in the formative/early years of McKinsey or BCG. While firms go to great lengths to extol the virtues of their family friendly cultures, at the end of the day, the numbers say otherwise. It is very difficult to balance family demands and the pressures of a McKinsey engagement. It is best to select phases in your life, and early in you career, focus on career building. Related: - The Consulting offer 2: The Challenges of A Chinese female PhD Purusing Consulting - Quarterly Article: Why there are so few female management consulting partners

10 Huhti 201116min

4: Anatomy of a McKinsey Networking Event

4: Anatomy of a McKinsey Networking Event

The most important piece of feedback for a McKinsey, BCG et al networking event is to do nothing. You actually want to draw as little attention to yourself as possible. Networking events are really formats where consulting firms market themselves. There are obviously exceptions, but rarely is this going to be a moment for you to market yourself. For one, there is too much happening around you and you will almost never get an opportunity to dazzle anyone. Related: The Consulting Offer season 2, Episode 1 Partner Networking and Resume Feedback Quarterly article: Networking with Management Consulting Partners

4 Huhti 201120min

3: McKinsey and BCG Networking

3: McKinsey and BCG Networking

Unless you have a stellar resume and profile, you will likely need to do some form of networking to secure an interview. Most aspiring consultants cannot network and treat networking as a "tick-the-box" set of coffee chats and phone discussions. Related: The Consulting Offer season 1, Partner Networking Emails

29 Maalis 201117min

2: Screening McKinsey Resumes

2: Screening McKinsey Resumes

This podcast introduces and discusses the steps firms like McKinsey use to screen and review resumes. Consulting firms and recruiters essentially look for five things: 1 Your school 2 Grades at school 3 Stature of employers 4 Achievements at work 5 Personal experience

23 Maalis 201120min

1: Importance of GMAT Scores

1: Importance of GMAT Scores

This podcast answers the following reader question on GMAT scores and their relevance versus GPA scores when applying to consulting firms.

17 Maalis 201122min

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