LESLIE ZANE
by
Instinct
of
The POWER
The New Rules of Persuasion in
Business and Life
“Zane cracks the code on human decision-making by showing us how to bypass the conscious mind and create a lightning bolt to your business. This is the must-read marketing book of the
decade.”
Linda Kaplan Thaler, founder of the Kaplan Thaler Group. Bestselling co-author of “The Power of Nice” and “Grit to Great.”
“If you enjoyed Gladwell’s Blink and Kahneman’s Thinking, Fast and Slow, this is another game-changer. Whether you're a start-up founder, growth-oriented CMO, or seasoned CEO , it will
help you unlock the untapped potential of the instinctive mind.”
James M Citrin, Leader Spencer Stuart Board and CEO Practice Best-selling Author of ‘You’re in Charge, Now What?’
“A masterclass in leveraging the instinctive mind, this book dismantles traditional notions of consumer behavior and uncovers the elusive formula for success. Zane’s new rules are invaluable for CMOs and any leader navigating the future of marketing"
Raja Rajamannar, CMO of Mastercard
Best Selling Author of Quantum Marketing
The answer is: stop trying to persuade them. In The Power of Instinct, marketing consultant and behavioral expert Leslie Zane reveals that to grow a business, sell an idea, or build your personal brand, traditional persuasion tactics fall short.
Zane's groundbreaking book challenges conventional wisdom in business and brand building. The old rules were based on the premise that the conscious mind drives decisions. But now that we know the unconscious mind is king, it’s time for a new rulebook – one that works with the mind instead of against it.
HOW DO YOU GET PEOPLE TO CHOOSE WHAT YOU’RE SELLING?
Create a vast network of positive associations and make your business, personal brand or idea the automatic choice, igniting a flywheel effect.
DRIVE UNSTOPPABLE GROWTH
Discover the science of genuine brand loyalty, the kind that isn’t “bought” with discounts and incentives.
FORGE LASTING LOYALTY
Develop communications that are packed with supercharged cues that work at an unconscious level.
CRAFT MESMERIZING MESSAGES
Grow your business or brand faster by targeting new customers and reducing churn with existing ones.
CREATE THE LARGEST AUDIENCE
Uncover the hidden forces that shape consumers decisions and the levers to influence them.
master the instinct code
Craft strategies that take down the hidden barriers that stand in the way of conversion.
OVERCOME IMPLICIT BARRIERS
By the end of this book, you will ...
"The Power of Instinct," offers a fresh perspective with the first straightforward formula for bypassing rigid, conscious decision-making and shaping the levers of the hidden mind.
You don't have to be a workaholic
to be successful. Really.
about
the author
Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. Like many pioneers, Zane's ideas were dismissed early on. In 1995, she founded Triggers®, the first brand consulting firm rooted in behavioral science and, together with her team, cracked the code on accelerating brand growth.
Over the past 25 years, her company has delivered over $25bb in incremental revenue growth for Fortune 100 clients.
An alumna of Yale, Harvard Business School, Bain & Company and P&G, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. Her work has been published in Knowledge@Wharton, HBR, World Economic Forum, Newsweek and more. Zane is a board member of the non-profit El Centro Hispano.
A visionary in bypassing the conscious mind to drive brand growth
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