LESLIE ZANE

by

Instinct

of

The POWER

The New Rules of Persuasion in
Business and Life

“This is not your average marketing book—it's a brain-bending, rule-breaking manifesto that challenges norms and shifts your perspective on the science of persuasion and influence.”

Jonah Berger, Wharton Professor
Bestselling Author of The Catalyst

“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

“A groundbreaking work that illuminates the hidden influences that drive our instinctive decisions and the formula for consistent financial success. It’s the ultimate playbook for success in
business and life"

Farnoosh Torabi, Host of So Money and author of A Healthy State of Panic

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 ...

"A brand is known by the
associations it keeps."

Leslie Zane,
The Power of Instinct

"To grow your brand
or business in the market, you first have to grow it in people’s minds."

Leslie Zane,
The Power of Instinct

"Existing customers are a trap.
For explosive growth, bet on new customers every time."

Leslie Zane,
The Power of Instinct

"Familiarity is more powerful than uniqueness,
but distinctiveness is best of all."

Leslie Zane,
The Power of Instinct

"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

where to purchase your copy:

For bulk orders: 

Instinct

of

The POWER

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