Leslie Zane on the Power of Instinct

IGNITE YOUR DREAM

Welcome back to the IGNITE Your Dream Podcast!

I am absolutely geeking out over today's podcast guest, Leslie Zane- genius marketer and trailblazer of over 30 years- talking about my very favorite topic: the subconscious mind.

Known as the pioneer of “Instinct Marketing,” founder of the first female-led brand consultancy that still exists today, and author of new book “The Power of Instinct,” Leslie Zane is a renegade. She is revolutionizing how organizations shape consumer decision making by focusing them on changing instinctive behavior – the decisions that consumers make on autopilot.

Zane’s perspective defies traditional thinking. She maintains that what consumers say is unreliable, that indirect cues are more effective than direct persuasion, and that successful ideas, brands, and political candidates have multiple associations, not just one defining identity trait. But, like many unconventional thinkers, her ideas were dismissed for years. With a chuckle, she admits, she’s had a 25-year head start practicing what behavioral science theorists are beginning to explore and consider today.

We talk about all things brand identity, marketing and how to catalyze growth in our businesses. Today's episode is a masterclass in marketing, so grab your favorite journal + a pen and let's dive in. I can't wait for you to listen!

Links Mentioned:

• Grab your copy of Leslie's book: The Power of Instinct
• Follow Leslie over on Instagram: @thelesliezane

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Tag me in your big shifts + takeaways: @amberlilyestrom

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