Leslie Zane, Founder and CEO of Triggers® Brand Consulting, and author of “The Power of Instinct: The New Rules of Persuasion in Business and Life.”
Leslie explains that our instinctive, unconscious mind makes up about 95% of our daily choices, and marketers who focus on this instead of logical appeals see the strongest brand results. Leslie unpacks the concept of growth triggers, small but powerful cues that embed positive associations with a brand and override past negative perceptions. She also reveals why emotional marketing has limited long-term impact and urges brands to adopt strategies that leverage familiarity and instinct to grow lasting loyalty.
Leslie touches on the Age of Instinct, a term she uses to describe today’s emphasis on behavioral science and AI in decision-making. With marketing now focused more on the unconscious mind, Leslie believes that the future of branding is driven by the brain’s associative power. She breaks down the difference between “uniqueness” and “distinctiveness” in marketing, advocating for strategies that balance fresh ideas with a sense of the familiar.
Leslie’s insights challenge traditional marketing rules and provide a roadmap for leaders looking to grow authentically by aligning with the natural ways the human brain makes decisions.
Key Takeaways
[03:24] Leslie explains that Kahneman’s research emphasizes the unconscious mind’s major role in decision-making, responsible for about 95% of our choices. However, the marketing industry mistakenly interpreted this as needing emotional appeals, which don’t lead to long-lasting brand loyalty. Leslie stresses that emotional connection is an outcome, not an input, for effective persuasion.
[07:59] Leslie shares that in the 90s, her work on instinctive decision-making was met with resistance, as behavioral science was not yet widely recognized in the business world. She felt isolated as she advocated for a focus on instinctive mind, a concept that took 30 years to gain mainstream acceptance.
[16:31] Leslie describes the brand connectome as the network of associations tied to a brand that resides in the unconscious mind. Brands grow stronger as they develop positive, distinctive, and familiar connections over time, ultimately leading to instinctive consumer choices.
[20:04] Leslie says “growth triggers” act like a brand’s “miracle grow.” These are sensory cues, like McDonald’s “fresh cracked egg” imagery, that add positive associations to a brand quickly, reversing negative perceptions and strengthening consumer loyalty.
[25:09] Leslie notes that persuasion within a company requires treating ideas like brands. To achieve internal buy-in, she suggests building familiarity over time rather than introducing fully formed ideas. Involve key influencers in early stages, allowing people to “co-create” the idea, which increases acceptance and support. Leslie emphasizes that frequent exposure to an idea builds comfort and familiarity, making it more likely to be embraced.
[28:31] Leslie discusses how the current era of AI and behavioral science emphasizes the unconscious mind’s influence in business. As AI advances, it enables marketers to connect with consumers on an instinctive level, signaling a shift toward the Age of Instinct in decision-making.
[32:40] Leslie highlights that while behavioral science and AI are powerful tools for persuasion, they raise ethical concerns. She stresses the importance of ethical marketing practices, as companies may manipulate consumers without their awareness. Leslie warns that as AI technology progresses, it is essential for the industry to remain vigilant, ensuring human control and prioritizing consumer well-being to prevent overstepping ethical boundaries.
[39:18] And remember, “Your mind knows only some things. Your inner voice, your instinct, knows everything. If you listen to what you know instinctively, it will always lead you down the right path.” – Henry Winkler
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Quotable Quotes
"Emotional connection should be the outcome, not the input." Share on X "The instinctive mind calls the shots in branding and decision-making – that’s where marketers need to focus." Share on X "Familiarity beats uniqueness – a brand’s strength lies in building familiar, positive associations." Share on X "Instinct is the most powerful force for changing human behavior – leverage it to make your brand unforgettable." Share on X "Growth triggers act like 'miracle grow' for brands, adding positive associations that change consumer perception." Share on X "The brand connectome is a mental network – the larger and more positive it is, the stronger the brand loyalty." Share on X "Marketing to the conscious mind won’t drive long-term loyalty. Our unconscious choices hold the power." Share on X "Distinctiveness, not uniqueness, makes a brand memorable – give consumers something fresh that still feels familiar." Share on X "Stop trying to persuade people; instead, align with the mind’s natural instincts and your brand will grow." Share on X "We’re in the Age of Instinct, where behavioral science and AI unlock new ways to connect with consumers." Share on X
This is the book mentioned in this episode
The Power of Instinct: The New Rules of Persuasion in Business and Life
People don't make decisions with their conscious mind, but on instinct. In The Power of Instinct, marketing consultant and behavioral science expert Leslie Zane 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.
Zane uncovers the hidden network of connections that dictates the snap decisions we make and cracks the code on how to influence it. With a revolutionary set of rules for expanding the network, Zane shows us how to make any brand, business, political candidate, or idea the dominant instinctive choice. With science as your guide, as well as stories from the world's most successful brands from McDonald's and Lululemon to the Yankees and Taylor Swift, you'll learn:
- What kind of messages create the greatest amount of positive associations;
- Why finding new customers accelerates growth and relying on existing ones is a trap;
- Why emotional stories are not enough to drive trial and long-term brand loyalty.
Whether you're an entrepreneur, Fortune 500 executive, marketing professional, or job seeker, mastering the power of instinct will help supercharge your growth and make whatever you're selling the first choice for any audience.
More info →
Resources Mentioned
- The Leadership Podcast | theleadershippodcast.com
- Sponsored by | www.darley.com
- Rafti Advisors. LLC | www.raftiadvisors.com
- Self-Reliant Leadership. LLC | selfreliantleadership.com
- Leslie Zane Website | lesliezane.com
- Triggers® Brand Consulting Website | triggers.com
- Leslie Zane LinkedIn | www.linkedin.com/in/lesliepicotzane
- Leslie Zane Facebook | www.facebook.com/leslie.zane.9
- Leslie Zane X | @leslie_zane
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