The Power of Instinct: The New Rules of Persuasion in Business and Life

Athena Books

A conversation with award-winning Fortune 500 brand consultant, behavioral expert and author Leslie Zane

Please join us for an inspiring conversation with award-winning Fortune 500 brand consultant, behavioral expert, and author Leslie Zane to discuss her new book, The Power of Instinct: The New Rules of Persuasion in Business and Life!Marketing expert and local Greenwich resident Randi Jachino will moderate this thought-provoking, rule-breaking event.Humans don't make decisions with their conscious mind, but on instinct. Which is why traditional marketing techniques often fail to move the needle. In The Power of Instinct, 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 and employ techniques that work with a person's brain, not against it.With a revolutionary set of rules for expanding share of mind, Leslie shows us how to make any brand, business, political candidate, or idea the dominant instinctive choice, using examples of successful brand from McDonald's and Lululemon to the Yankees and Taylor Swift.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.We hope you can join us!About Leslie Zane:<a href="https://lesliezane.com/" title="https://lesliezane.com/" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">Leslie Zane</a> is spearheading a shift in marketing, from persuasion to instinct. She asserts that what people say is often unreliable, that telegraphic cues are more powerful than direct persuasion, and that successful brands thrive on multiple associations, not just a single identifying trait. Despite initial skepticism of her unconventional ideas, her results proved otherwise.As founder of <a href="https://triggers.com/" title="https://triggers.com/" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">Triggers Brand Consulting</a>, Zane was the first to apply behavioral science to Fortune 500 business challenges, achieving client growth rates that doubled those of top global management consulting firms.<a href="https://www.ted.com/talks/leslie_zane_the_hidden_link_between_success_and_the_subconscious/up-next?subtitle=en" title="https://www.ted.com/talks/leslie_zane_the_hidden_link_between_success_and_the_subconscious/up-next?subtitle=en" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">Zane’s TEDx talk, The Hidden Link Between Success and the Subconscious</a>, upended the marketing industry, leading to her current book which reveals how to grow brands and businesses faster by tapping into the non-conscious mind. Hachette calls it a “BIG IDEA” book and the most important construct since Malcolm Gladwell’s “The Tipping Point.”A Procter &amp; Gamble, Johnson &amp; Johnson, and Bain alum, Zane’s work has been featured in the Harvard Business Review, World Economic Forum, Scientific American, NASDAQ, Ad Age, and her seminal article, Cracking the Code on Brand Growth, was published in Knowledge@Wharton. In 2021, she coined the term “Covidstasis” and predicted the lingering effects of the pandemic from hybrid work to the current recession.Zane received her MBA from Harvard Business School, her BA from Yale University, and serves on the board of El Centro Hispano. She is married with two grown sons.About Randi Jachino:Randi Jachino is an accomplished CMO/VP Marketing with a 20+ years track record of transforming brands and driving growth within various categories and companies. With a blend of strategic and consumer insight and creative flair, Randi has earned accolades in digital advertising and has been recognized for delivering business results on many brands, including Colgate®, Weleda®, Dramamine ®, Goody’s ®, DenTek® &amp; Shout®.Currently, Randi co-leads U.S. marketing for Prestige Consumer Healthcare, a $1B healthcare and personal care portfolio. Her focus is on consumer-led strategies and cutting-edge digital marketing to fuel growth. Previously, as CMO at Weleda, Inc., Randi was a key member of a management team that orchestrated a remarkable turnaround, achieving a 200%+ increase in sales within 3.5 years through deep consumer understanding and strategic digital and performance marketing initiatives.Early in her career at Colgate-Palmolive, Randi worked with Zane, an experience which instilled a deep appreciation for consumer insights, and the importance of tapping into underlying belief systems and values to predict consumer behavior—a perspective that continues to inform her strategic approach today.

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