451: Founder and CEO of Triggers, Leslie Zane. The Power of Instinct: The New Rules of Persuasion

451: Founder and CEO of Triggers, Leslie Zane. The Power of Instinct: The New Rules of Persuasion

Welcome to Strategy Skills episode 451, featuring 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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179: How to write a book even if you're "too junior" - Author Program Q&A 6

179: How to write a book even if you're "too junior" - Author Program Q&A 6

Learn more and see the application guidelines: https://www.firmsconsulting.com/experts-published-author-program/ Apply: email team@firmsconsulting.com This is a part of a 10-episode program to help our clients and customers measurably and radically transform their careers through The Author Program. How would your career, reputation, and earnings change as a published author? Imagine your client interactions when potential and current clients saw your thinking in a published book before they met you? Imagine the time you would save not having to explain your ideas and the value you could add to them? Imagine the fee premium you could earn? Imagine avoiding awkward meetings trying to establish your credibility? Imagine how many potential clients would find you and reach out to you? Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

11 Okt 202110min

178: Should I wait to publish a solo book? Author Program Q&A 5

178: Should I wait to publish a solo book? Author Program Q&A 5

Learn more and see the application guidelines: https://www.firmsconsulting.com/experts-published-author-program/ Apply: email team@firmsconsulting.com This is a part of a 10-episode program to help our clients and customers measurably and radically transform their careers through The Author Program. How would your career, reputation, and earnings change as a published author? Imagine your client interactions when potential and current clients saw your thinking in a published book before they met you? Imagine the time you would save not having to explain your ideas and the value you could add to them? Imagine the fee premium you could earn? Imagine avoiding awkward meetings trying to establish your credibility? Imagine how many potential clients would find you and reach out to you? Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

10 Okt 202111min

177: Matt Blumberg, How to build a successful startup

177: Matt Blumberg, How to build a successful startup

Welcome to Strategy Skills episode 177, an episode with the CEO and Co-Founder of Bolster, Matt Blumberg together with his Co-Founder Jack Sinclair. Get Matt's book here: https://amzn.to/3oqmBsv Matt Blumberg is a technology entrepreneur. He spent his entire career creating startups, scaling them, and sharing best practices of what works and what doesn't work for other CEOs and team members in the entrepreneurial community. His innovative email marketing company, Return Path, grew to $100mm in revenues and helped it to a successful exit in a strategic sale to Validity in 2019. Blumberg's company Bolster, an on-demand executive talent marketplace, helps accelerate companies' growth by connecting them with experienced, highly-vetted executives for various roles. It recently conducted a study on Independent Board Members and Board Diversity, which revealed that most early-stage startup boards lack racial and gender diversity as much as boards of more established startups. In this episode, Matt and Jack talked about what is really needed to build a successful startup and maintain a good business to prepare it for scaling up. For those who are thinking of venturing into the world of entrepreneurship and planning to start a company/business, this is for you. STARTUP CXO: A Field Guide to Scaling Up Your Company's Critical Functions and Teams. Matt Blumberg: https://amzn.to/3oqmBsv Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo We use affiliate links whenever possible (if you purchase items listed above using our affiliate links, we will get a bonus).

4 Okt 202144min

176: Kayvan Kian, Step back to move forward

176: Kayvan Kian, Step back to move forward

Welcome to Strategy Skills episode 176, an episode with a Senior Advisor to McKinsey & Company (Amsterdam), Kayvan Kian. Get Kayvan's book here: https://amzn.to/3kntLLF Kayvan Kian is the founder of the Young Leaders Forum, a program that helps high potential future leaders with the necessary skills, ways of thinking, and insights to become better leaders in a world of constant change. He also has given guest lectures at Harvard Business School, HEC, Sciences Po, and other leading institutions. He believes that we can make this world a better place by sharing hard-fought lessons with each other, that we gained through the most challenging times in our lives. In this episode, Kayvan talked about how to move forward by taking a step back and identifying the things we can control. For those leaders who feel stuck, this is for you. WHAT IS WATER?: How Young Leaders Can Thrive in an Uncertain World. Kayvan Kian: https://amzn.to/3kntLLF Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo We use affiliate links whenever possible (if you purchase items listed above using our affiliate links, we will get a bonus).

29 Sep 202143min

175: David Bradford, What makes a good leader in 2021

175: David Bradford, What makes a good leader in 2021

Welcome to Strategy Skills episode 175, an episode with the Eugene O'Kelly II Senior Lecturer Emeritus in Leadership at Stanford Graduate School of Business, David Bradford. Get David's new book here: https://amzn.to/3lAmUhi David Bradford is one of the two researchers behind Stanford's most popular class: Interpersonal Dynamics, where students and leaders learn how to greatly improve personal and professional relationships. He has produced six books, numerous articles, three training programs, and a massive open online course on leadership, team performance, and the influence process. He has worked with and helped some of the biggest companies in the world including Hewlett-Packard, Cisco Systems, IBM, Levi Strauss, Raychem, etc. He is currently a member of the Editorial Boards of the Academy of Management Learning & Education, the Journal of Applied  Behavioral Science, and the Journal of Management Education. In this episode, David talked about how leaders can shift their way of thinking and have a better approach to managing their organizations. For those leaders who want to learn how to solve their companies' biggest problems, this is for you. CONNECT: Building Exceptional Relationships with Family, Friends, and Colleagues. David Bradford & Carole Robin: https://amzn.to/3lAmUhi Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo We use affiliate links whenever possible (if you purchase items listed above using our affiliate links, we will get a bonus).

27 Sep 202150min

174: Is it expensive? Author Program Q&A 4

174: Is it expensive? Author Program Q&A 4

Learn more and see the application guidelines: https://www.firmsconsulting.com/experts-published-author-program/ Apply: email team@firmsconsulting.com This is a part of a 10-episode program to help our clients and customers measurably and radically transform their careers through The Author Program. How would your career, reputation, and earnings change as a published author? Imagine your client interactions when potential and current clients saw your thinking in a published book before they met you? Imagine the time you would save not having to explain your ideas and the value you could add to them? Imagine the fee premium you could earn? Imagine avoiding awkward meetings trying to establish your credibility? Imagine how many potential clients would find you and reach out to you? Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

22 Sep 202112min

173: What is the ROI? Author Program Q&A 3

173: What is the ROI? Author Program Q&A 3

Learn more and see the application guidelines: https://www.firmsconsulting.com/experts-published-author-program/ Apply: email team@firmsconsulting.com This is a part of a 10-episode program to help our clients and customers measurably and radically transform their careers through The Author Program. How would your career, reputation, and earnings change as a published author? Imagine your client interactions when potential and current clients saw your thinking in a published book before they met you? Imagine the time you would save not having to explain your ideas and the value you could add to them? Imagine the fee premium you could earn? Imagine avoiding awkward meetings trying to establish your credibility? Imagine how many potential clients would find you and reach out to you? Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

20 Sep 202110min

172: Charlene Li, Grow your business via disruption

172: Charlene Li, Grow your business via disruption

Welcome to Strategy Skills episode 172, an episode with a sought-after public speaker and an influential thought-leader, Charlene Li. Get Charlene's new book here: https://amzn.to/2XhSdFv Charlene Li is a guide on digital transformation, leadership, customer experience, and the future of work. Her career is focused on helping people see the future and thrive with disruption. She is currently a Senior Fellow at Altimeter, a Prophet company. In this episode, Charlene talked about how disruption serves as a key element in order for a company to determine their future and set their path to growth. For those who wants to learn more on how to advance through the future, this is for you. THE DISRUPTION MINDSET: Why Some Organizations Transform While Others Fail. Charlene Li: https://amzn.to/2XhSdFv Enjoying our podcast? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo We use affiliate links whenever possible (if you purchase items listed above using our affiliate links, we will get a bonus).

15 Sep 202156min

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