Trying to Persuade and Other Big Mistakes Marketers Make

Many marketers today focus on getting consumers to consciously change their behavior. But that’s a sure path to failure, according to Leslie Zane, founder of Triggers Brand Consulting. She says neuroscience research shows that mastering instinct is far more effective than persuasion. And she shares her key lessons for aligning with the instinctive mind to improve company brands, new products, social campaigns, or your own personal brand. Zane is the author of the book The Power of Instinct: The New Rules of Persuasion in Business and Life.

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[HBR IdeaCast podcast series]

HBR IdeaCast
Episode 980

Trying to Persuade and Other Big Mistakes Marketers Make

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A conversation with ad executive Leslie Zane on branding today.

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July 23, 2024

Many marketers today focus on getting consumers to consciously change their behavior. But that’s a sure path to failure, according to Leslie Zane, founder of Triggers Brand Consulting. She says neuroscience research shows that mastering instinct is far more effective than persuasion. And she shares her key lessons for aligning with the instinctive mind to improve company brands, new products, social campaigns, or your own personal brand. Zane is the author of the book The Power of Instinct: The New Rules of Persuasion in Business and Life.

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Related Topics:

• Brand management

• Personal brand

• Customer strategy

• Psychology

• Behavioral science

• Neuroscience

• Advertising

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