699: The Triggers Behind Customer Purchases (with Founder and CEO of Triggers, Leslie Zane)
Case Interview Preparation & Management Consulting | Strategy | Critical Thinking31 Juli 2024

699: The Triggers Behind Customer Purchases (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.

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

Here are some free gifts for you:

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

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

Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

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775: The candidate that we took (Case Interview & Management Consulting classics)

775: The candidate that we took (Case Interview & Management Consulting classics)

For this episode, let's revisit a Case Interview & Management Consulting classic where we spoke about a candidate that we took that did not go well and the important lessons we learned from it.   Here are some free gifts for you:   Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach   McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf   Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

28 Apr 20min

774: Brainstorming (Case Interview & Management Consulting classics)

774: Brainstorming (Case Interview & Management Consulting classics)

For this episode, let's revisit a Case Interview & Management Consulting classic where we discuss what brainstorming is in consulting and what it is not. You will learn what you should actually do when asked to brainstorm.   Here are some free gifts for you:   Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach   McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf   Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

23 Apr 9min

773: Exit opportunities (Case Interview & Management Consulting classics)

773: Exit opportunities (Case Interview & Management Consulting classics)

For this episode, let's revisit a Case Interview & Management Consulting classic where we spoke about the reality of exit opportunities in management consulting.   Here are some free gifts for you:   Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach   McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf   Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

21 Apr 15min

772: Be a professional, don't be a business person (Case Interview & Management Consulting classics)

772: Be a professional, don't be a business person (Case Interview & Management Consulting classics)

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16 Apr 24min

771: The situation of not having the best undergraduate school (Case Interview & Management Consulting classics)

771: The situation of not having the best undergraduate school (Case Interview & Management Consulting classics)

For this episode, let's revisit a Case Interview & Management Consulting classic where we discuss the situation of those people who may not have had the best undergraduate school, are not landing interviews, or do not impress their interviewer too well and how to fix this kind of problem.   Here are some free gifts for you:   Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach   McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf   Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

14 Apr 13min

770: Why confidence is important (Case Interview & Management Consulting classics)

770: Why confidence is important (Case Interview & Management Consulting classics)

For this episode, let's revisit a Case Interview & Management Consulting classic where we discuss the importance of confidence in management consulting and how the lack of confidence will impact your performance in crucial situations.   Here are some free gifts for you:   Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach   McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf   Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

9 Apr 12min

769: What is to be a management consultant (Case Interview & Management Consulting classics)

769: What is to be a management consultant (Case Interview & Management Consulting classics)

For this episode, let's revisit a Case Interview & Management Consulting classic where we discuss the responsibilities of a management consultant, how they should act and how they manage certain kinds of situations. We also cover the type of jobs that management consultants do and the skills they need.   Here are some free gifts for you:   Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach   McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf   Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

7 Apr 18min

768: It's not always about being fast in math (Case Interview & Management Consulting classics)

768: It's not always about being fast in math (Case Interview & Management Consulting classics)

What does it mean when someone tells you that you need to be good at math?    For this episode, let's revisit a Case Interview & Management Consulting classic where we discuss the common mistakes when doing math, how to structure your math problems, and what you should do to improve your math skills.   Here are some free gifts for you:   Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach   McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf   Enjoying this episode? Get access to sample advanced training episodes here: www.firmsconsulting.com/promo

2 Apr 12min

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