465: The Triggers Behind Customer Purchases with Founder and CEO of Triggers, Leslie Zane.

465: The Triggers Behind Customer Purchases with Founder and CEO of Triggers, Leslie Zane.

Welcome to Strategy Skills episode 465, 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.

In this episode, continuing the discussion from her first interview, we delved deeper into the conventional marketing wisdom and instinctive behaviors that drive people to buy your product.

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

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122: What is strategy, Understanding Michael Porter, ex HBR editor & MBB partner. Joan Magretta

122: What is strategy, Understanding Michael Porter, ex HBR editor & MBB partner. Joan Magretta

Joan Magretta, M.B.A (Harvard)., Ph. D., is an award-winning contributor to the HBR, where she was the strategy editor (1990s). Prior to that Joan was a partner at Bain & Company. As part of her distinguished career, Joan worked closely with Michael Porter and published number of important books, including her latest books: What is Strategy: https://amzn.to/2Jp80LV Understanding Michael Porter: https://amzn.to/39EECMj Free training episodes here: https://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 Dec 202059min

121: Strategy is in the details (Monday Morning 8 a.m. #6)

121: Strategy is in the details (Monday Morning 8 a.m. #6)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

30 Nov 202025min

120: Focus only on valuation is shortsighted (Monday Morning 8 a.m. #5)

120: Focus only on valuation is shortsighted (Monday Morning 8 a.m. #5)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

23 Nov 202028min

119: How to be a leader (Monday Morning 8 a.m. #4)

119: How to be a leader (Monday Morning 8 a.m. #4)

Hello everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this newsletter, we’re going to focus on four major themes from last week’s news.    To listen to the audio version of this newsletter, search for “Strategy Skills” in any podcast app. To get a written copy with links to mentioned articles sign up here: www.firmsconsulting.com/promo

16 Nov 202028min

118: How to build a pandemic strategy (Monday Morning 8 a.m. #3)

118: How to build a pandemic strategy (Monday Morning 8 a.m. #3)

Hello, everyone! This is Monday Morning 8 a.m., a weekly newsletter where we distill the insights from all of the distractions, articles, and emails that you receive in your inbox every day. In this week’s newsletter, we’re going to focus on one overarching theme—risk—and you’ll see that theme running through all of the big stories this week. So let's see how this new Monday Morning 8 a.m. format goes. Every week we will look at 3-4 themes, or one theme and 3-4 subthemes. What are the big stories and what are the big implications. Let us know if you like or dislike the style. If you're enjoying the Monday Morning 8 a.m., I'd love it if you shared it with a friend or two. You can send them here to sign up. We try to make it one of the best emails/podcasts you get each week, and we hope you're enjoying it. Get written version of Monday Morning 8 a.m. with links to articles we mention: www.firmsconsulting.com/promo

9 Nov 202022min

117: Interview with the former CEO of Dunkin' Donuts, Robert Rosenberg

117: Interview with the former CEO of Dunkin' Donuts, Robert Rosenberg

Robert Rosenberg served as chief executive officer of Dunkin’ Donuts from 1963 until his retirement in 1998. For over 35 years! Under Robert's leadership, Dunkin’ Donuts grew from a regional family business to one of America’s best known and loved brands. Robert received his MBA from Harvard Business School, and just weeks after graduating at the age of 25, he assumed the position of chief executive officer. Upon his retirement, Rosenberg had grown the Dunkin’ Donuts chain to over 4,000 stores worldwide with annual system-wide sales in excess of $2 billion. In his book, Around The Corner To Around The World: A Dozen Lessons I Learned Running Dunkin’ Donuts, Robert shares many of the stories behind this historic company and actionable business advice. Checkout out our newsletter "Monday Morning 8 a.m."

6 Nov 20201h 2min

116: What is Netflix’s real strategy? (Monday Morning 8 a.m. #2)

116: What is Netflix’s real strategy? (Monday Morning 8 a.m. #2)

Hi, everyone. This is Monday Morning 8 a.m., a newsletter that goes out—as you guessed it—every Monday. You can listen to the audio version of this Monday Morning 8 a.m. episode by searching “Strategy Skills” in any podcast app! If you want to receive a written version of this podcast, with links to mentioned articles, you can sign up for it on www.firmsconsulting.com/promo   In this newsletter, we have one goal: to help you distill the insights from the noise out there. So here are the big themes we’re noticing in the news this week and the deep insights you should be extracting from those themes.

2 Nov 202032min

115: Tech, pandemics, growth, valuation (Monday Morning 8 a.m. #1)

115: Tech, pandemics, growth, valuation (Monday Morning 8 a.m. #1)

Hi, everyone. This is Monday Morning 8 a.m., a newsletter that goes out—as you guessed it—every Monday. You can listen to the audio version of this Monday Morning 8 a.m. episode by searching “Strategy Skills” in any podcast app or sign up for a written version here!    In this program, we have one goal: to help you distill the insights from the noise out there. So here are the big themes we’re noticing in the news this week and some of the deep insights you should be extracting from those themes.   www.firmsconsulting.com/promo

26 Okt 202021min

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