Podcast appearances and mentions of will leach

In this episode of The Brainy Business podcast, Melina Palmer welcomes Will Leach, founder and CEO of Mindstate Group, to discuss the powerful marketing concepts. Drawing from his extensive experience in behavioral science and marketing, Will shares insights from his bestselling book, Marketing to Mindstates, and explains how understanding consumer psychology can transform marketing strategies. Melina and Will discuss the importance of clarity in messaging, exploring the distinction between optimistic and cautious approaches to marketing. They also explore how brands can effectively connect with their target audiences by aligning their messaging with the psychological motivations of consumers. Will shares compelling examples, including the innovative snack brand Wicked Crisps, which was built entirely on behavioral science principles. In this episode: Discover the concept of mind states and how they influence consumer behavior. Learn about the nine motivations that drive consumer choices and how to tailor marketing messages accordingly. Explore the difference between optimistic and cautious regulatory approaches in marketing. Gain insights into the practical application of behavioral science in branding and marketing strategies. Understand the significance of clarity in messaging and how it impacts consumer perception. Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/480. Looking to explore applications of behavioral economics further?  Learn With Us on our website. Subscribe to Melina's Newsletter Brainy Bites.  Let's connect: Send Us a Message Follow Melina on LinkedIn The Brainy Business on Youtube The Brainy Business on Instagram

This podcast episode features Yves Boudreau, a Google technology leader, discussing the transformative potential of generative AI, specifically large language models (LLMs), for businesses, particularly in marketing and brand management. Yves Boudreau is the Head of Sales Engineering - Retail ISV at Google. Yves is a seasoned professional with extensive experience in the technology and telecommunications sectors. He has held various leadership roles, focusing on business development, strategic partnerships, and product management. In this podcast Yves emphasises the importance of understanding consumer language and using AI to analyse large datasets (e.g., call recordings) to gain deeper insights into customer needs and preferences. He advocates for using AI to create more effective marketing campaigns, improve customer service, and ultimately drive business growth. The conversation also touches on the importance of adoption strategies, ethical considerations, and the role of generative AI in creative fields. Practical advice is offered to both large and small businesses, highlighting the opportunities presented by generative AI while acknowledging the need for responsible implementation.Highlights of Conversation

Will Leach is the Founder of Mindstate Group, a behavioral research and brand consultancy that specializes in identifying the unconscious factors driving consumer behavior. As the world's leading expert on subconscious mindstate research, he works with innovative brands to uncover actionable consumer insights. Will is also the best-selling author of Marketing to Mindstates and is a Behavioral Design Instructor at the Texas A&M Human Behavior Lab. In this episode… Have you ever been captivated by an ad that seemed to read your mind or wondered why certain products make their way into your shopping cart almost without thought? Behavioral psychology plays a huge role in consumer purchasing decisions. So how can you leverage psychological mindstates in your marketing? According to passionate behavioral marketer Will Leach, mindstates are emotional motivations that make consumers susceptible to influence. In these moments, they're more likely to make rash, subconscious decisions that satisfy demands. Marketers can leverage these mindstates to influence purchasing decisions and drive brand awareness. Behavioral marketing techniques include employing visual cues to increase your ads' stopping rate and developing a frame of reference to give your product a competitive edge. However, these strategies only capture short-term attention. To sustain brand loyalty, you must shift from emotional allure to demonstrating your products' rational benefits. In this episode of the Up Arrow Podcast, William Harris converses with Will Leach, the Founder of Mindstate Group, about the practical applications of behavioral marketing. Will talks about the influence of the environment on purchasing decisions, how brands can harness psychological cues to create persuasive marketing campaigns, and why brands struggle with rapid growth.

In this episode of The Brainy Business podcast, Dr. Marco Palma, a researcher at the Human Behavior Lab at Texas A&M University, discusses the utilization of advanced technology, such as eye tracking devices, to understand and influence consumer behavior. Marco's extensive research in the field of human behavior and decision-making offers a unique perspective, emphasizing the significance of small changes in behavior and the impact of understanding the brain's wiring.  His insights shed light on the practical applications of behavioral science in various aspects of life, including gender disparities in the workplace and food choices. By delving into the intricate details of eye tracking, anchoring, and the patterns of eye movement, Marco provides valuable knowledge that entrepreneurs and business owners can leverage to optimize their marketing strategies and enhance their understanding of consumer behavior. This episode presents a rare opportunity to gain insights from a distinguished expert in the field, offering actionable takeaways that can be applied to drive positive changes in business and beyond. In this episode: Understand human behavior and decision-making to optimize business strategies and drive consumer engagement. Explore eye tracking and consumer behavior for insights that can revolutionize marketing approaches. Implement small changes and behavior modification techniques for impactful business results. Address gender disparities in the workplace to foster a more inclusive and productive environment. Delve into food choices and brain wiring to unlock the secrets of consumer preferences and habits. Show Notes: 00:00:00 - Introduction, Melina introduces the episode and the guest, Dr. Marco Palma, and discusses the work being done at the Human Behavior Lab at Texas A&M University. 00:03:37 - Understanding Human Behavior Marco explains the use of sensors in the lab to understand the drivers of human behavior, including attention, facial expressions, brain activity, and stress signals. 00:08:24 - Advancements in Experimentation Marco discusses the significant reduction in experiment time at the lab, allowing for more experiments and collaborations with outside partners to understand and measure human behavior more effectively. 00:09:09 - Application of Research The application of research in menu optimization and advertising is highlighted, focusing on driving attention, simplifying messaging, and utilizing incentives to influence consumer behavior. 00:12:17 - Importance of Simplifying Messaging Marco emphasizes the importance of simplifying messaging to ensure that the intended benefits are effectively communicated and perceived by consumers. 00:13:39 - The Power of Anchoring in Pricing Marco explains how anchoring influences purchasing decisions in fancy restaurants and wine tasting settings, guiding consumers towards higher-priced items. 00:14:13 - Eye Tracking and Consumer Behavior Marco discusses the significance of eye tracking in understanding how people search for information on a computer screen, in a menu, and other settings, guiding them through what businesses want them to see. 00:17:23 - Establishing Causality in Laboratory Experiments The importance of controlling details in laboratory experiments to establish causality is emphasized, allowing for a better understanding of behavior in real-world settings. 00:21:48 - Self-Control, Cheating, and Generosity Marco shares upcoming research areas on self-control, cheating, and generosity, focusing on understanding behavior and drivers, such as goal setting, perceptions of large corporations, and fundraising campaigns. 00:25:25 - Promoting Competition Among Women The discussion shifts to promoting competition among high-ability women and addressing gender disparities in leadership roles, exploring potential strategies for changing perceptions and promoting competition. 00:27:24 - The Impact of Title Changes on Participation of Women Marco discusses how changing titles can promote the participation of women, demonstrating the potential for small changes to yield significant results in gender equality. 00:29:06 - Understanding the Brain's Relationship with Food Marco explains the importance of understanding our brain's relationship with food, particularly the reward system associated with sugar consumption and its impact on our modern diet and health. 00:31:29 - The Role of A&M in Research and Education Marco highlights the mission of Texas A&M University, emphasizing the importance of translating research into real-world applications and the value of formal education, research discovery, and entrepreneurship. 00:32:43 - Reflection on the Impact of the Human Behavior Lab Melina reflects on the significant impact of her connection to Marco and the Human Behavior Lab, citing examples of collaborations, research, and the launch of a certificate program in applied behavioral economics. 00:36:00 -  Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Connect with Marco: Human Behavior Lab Website Human Behavior Lab on Instagram @HBLtamu on Twitter Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: Marketing to Mindstates, Will Leach What Your Customer Wants and Can't Tell You, by Melina Palmer What Your Employees Need and Can't Tell You, by Melina Palmer The Truth About Pricing, by Melina Palmer The Why Axis, by John List and Uri Gneezy Top Recommended Next Episode: Check-In Dr. Marco Palma (ep 202) Already Heard That One? Try These:  Introducing the Certificate in Applied Behavioral Economics (ep 115) Marketing to Mindstates, with Will Leach (ep 88) The Brainy Health Benefits of Nature, with Jay Maddock (ep 203) Common Errors in Financial Decision Making, with Chuck Howard (ep 213) Framing (ep 296) Priming (ep 252) iMotions research (ep 352) Implicit Bias Testing with Keith Ewart (ep 183) Solving a Billion Pound Problem with Behavioral Science, with Benny Cheung (ep 140) 100 episodes 1 big insight (ep 100) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter Self-control: Knowledge or perishable resource? iMotions on Facebook iMotions Biometric Research Tobii Website Certificate in Applied Behavioral Economics (fully virtual!)

In this episode of The Brainy Business podcast, you will learn from Priscilla McKinney about the power of collaboration in business. Priscilla emphasizes the mindset shift required for successful collaborations. She highlights the importance of embracing different perspectives, being prepared for unexpected situations, and thinking on your feet. Priscilla also discusses the value of connections and networking, sharing her own collaboration with host Melina Palmer at an event. They demonstrate that collaboration can exist even among competitors, bringing unique perspectives and ideas to the table.  Priscilla's book, Collaboration is the New Competition, provides practical guidance on fostering collaboration within organizations. By shifting from competition to collaboration, businesses can thrive in today's interconnected world. Key takeaways include understanding people's behavior in marketing, the value of collaboration in business success, the power of networking, and the need for differentiation. This engaging and thought-provoking conversation highlights collaboration as a key driver of innovation, growth, and success in business. In this episode: Enhance collaboration and foster partnerships for increased business success. Unlock the power of mindset to drive effective collaboration. Build valuable connections through strategic networking. Shift from scarcity to abundance mindset for greater collaboration opportunities. Harness the power of differentiation to drive successful collaborations. Show Notes: 00:00:00 - Introduction, Introduction to the episode and guest, Priscilla McKinney, who is the author of Collaboration is the New Competition. 00:02:06 - Background and Expertise Priscilla shares her background as the CEO of Little Bird Marketing and her experience in anthropology. She emphasizes the importance of understanding people and culture in marketing. 00:05:01 - Personal Experiences and Cultural Anthropology Priscilla discusses how her personal experiences as a missionary's child and living in different countries shaped her understanding of collaboration, culture, and the importance of getting along. 00:07:39 - Collaboration and Marketing Priscilla explains the connection between collaboration, marketing, behavioral science, and cultural anthropology. She highlights the role of collaboration in building strong relationships and achieving success in business. 00:09:52 - Origin of Collaboration The discussion revolves around Melina's collaboration with Maru Group and Protobrand, where Will Leach connected her as the MC. They emphasize the value of collaboration and how it can overcome competition. 00:16:09 - The Value of Collaboration Priscilla discusses the value of collaboration and how her early experiences in the credit union industry taught her the importance of cooperation and sharing ideas. She emphasizes the abundance mindset and the willingness of credit unions to help each other thrive. 00:17:30 - The Power of Networking Priscilla and Melina highlight their shared experiences in the banking and credit union industry. They highlight the importance of surrounding yourself with like-minded people who are willing to collaborate and share knowledge. Priscilla emphasizes the cooperative nature of the market research industry. 00:18:57 - Opening Minds to Collaboration Priscilla encourages readers to open their minds to collaboration and challenges them to rethink their previous experiences with it. She suggests that what people may have considered collaboration in the past may not have been true collaboration. She invites readers to give it another try. 00:20:21 - Collaboration Gone Wrong Priscilla discusses the common pitfalls of collaboration, using the example of a group project in which one student ends up doing all the work while others take credit. She emphasizes the need for equity, transparency, and a desire to win for true collaboration to occur. 00:24:24 - The Framework for Collaboration Priscilla outlines the three essential elements for successful collaboration: having something to lose and gain, being transparent and open, and having a desire to win for the benefit of all involved. 00:30:49 - Moving from Scarcity to Abundance Mindset Priscilla discusses the importance of shifting from a scarcity mindset to an abundance mindset. Instead of always trying to get their way, she encourages a mindset of helping others and believing that everyone can achieve their goals. 00:31:26 - Itchy Backs - Cultivating a Helping Mindset Priscilla explains the concept of "itchy backs," where you focus on meeting the needs of others. By being aware of what others need and offering help, you can build strong relationships and collaboration opportunities. 00:34:31 - The Rule of 15 - Inspiring Collaboration Priscilla introduces the Rule of 15, which emphasizes the importance of creating content that inspires collaboration. Building relationships takes time, and it's essential to pay it forward and show genuine interest in others before expecting collaboration opportunities. 00:35:53 - LinkedIn Cocktail Party - Shifting Mindset Priscilla suggests thinking of LinkedIn as an online cocktail party rather than just a social media platform. She highlights the importance of showing up correctly, curating a great guest list, and being a good conversationalist to build meaningful connections. 00:38:59 - Avoiding Pitch Slapping - Building Relationships Priscilla discusses the negative impact of pitch-slapping, where people immediately try to sell or pitch their services without building a relationship first. She encourages being mindful of etiquette and building relationships before asking for anything. 00:44:49 - Collaboration and Feedback on the Book Priscilla discusses her book and invites Melina to read it and provide feedback for the second edition. They encourage listeners to connect with Priscilla on LinkedIn and check out her website to get a copy of the book and share it with others. 00:45:17 - Continued Collaboration and Friendship Melina expresses her enjoyment of talking with Priscilla and their ongoing collaboration. Priscilla is referred to as a friend of the podcast forever, and Melina offers her support for any future collaborations. 00:45:47 - Supporting the Podcast Priscilla encourages listeners to give an amazing rating to the Brainy Business podcast as a way to support Melina and help more people find the show. She emphasizes the importance of leading with giving and suggests this as a good deed for the day. 00:46:19 - Treating LinkedIn Like a Cocktail Party Melina recalls Priscilla's session at the IIEX Europe Conference where she talked about treating LinkedIn like a cocktail party. She mentions the relatability and engagement of the session and expresses her excitement about discussing it in Priscilla's book. 00:47:11 -  Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Connect with Priscilla: Priscilla's Website    PRISCILLA ON LINKEDIN PRISCILLA ON TWITTER Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: Collaboration is the New Competition, by Priscilla McKinney What Your Customer Wants and Can't Tell You, by Melina Palmer You're Invited, by Jon Levy Think Faster, Talk Smarter, by Matt Abrahams Influence, by Robert Cialdini Top Recommended Next Episode: You're Invited, with Jon Levy (ep 348) Already Heard That One? Try These:  Anthropology, Behavioral Economics, and Marketing, with Priscilla McKinney (ep 196) The Power of Us, with Dominic Packer (ep 304) For The Culture, with Marcus Collins (ep 305) Vulnerability Loops (ep 229) Anchoring (ep 11) Reciprocity (ep 238) Influence, with Robert Cialdini (ep 312) Think Faster, Talk Smarter, with Matt Abrahams (ep 327) Marketing to Mindstates, with Will Leach (ep 88) Survivorship Bias (ep 110) Focusing Illusion (ep 330) Both/And Thinking, with Wendy Smith (ep 261) Framing (ep 296) Scarcity (ep 270) The Fun Habit with Mike Rucker (ep 251) The Human Experience, with John Sills (ep 277) The Science of Connection, with Nick Epley (ep 265) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter LITTLE BIRD MARKETING WEBSITE Women In Research website LittleBirdMarketing.com/Resources

In this episode of The Brainy Business podcast, host Melina Palmer interviews Tim Ash, author of Unleash Your Primal Brain. Tim brings his unique background in computer engineering and cognitive science to the discussion, shedding light on the evolution of the brain and its impact on human behavior. He explains how our brains developed as a response to fast changes in the environment caused by movement, highlighting the importance of social dynamics over logical reasoning.  Tim also delves into the concept of culture spread and how humans made an evolutionary bet on it, setting us apart from animals. This conversation is essential for business leaders and marketers who want to better understand human behavior and predict consumer choices. By recognizing the underlying evolutionary basis of our brains, they can design experiences that align with human nature, effectively connecting with their target audience. Tim's expertise in neural networks and neuromarketing provides a unique perspective on leveraging the primal brain for ethical reasons and leveling the playing field in marketing. Don't miss this opportunity to gain insights that will enhance your business strategies and drive success. In this episode: Discover the evolutionary basis of the brain, unveiling insights into the origin of human behavior. Unravel the secrets behind mirror neurons and understand their importance in human learning processes and empathy. Understand the ways in which cultural spread influences our adaptability and drives behavioral changes. Delve into how social media can be exploited to leverage our instinct for cultural spread. Gain insights into how to design business experiences that are harmonized with the innate nature of humans. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces Tim Ash and discusses the importance of understanding the primal brain in behavioral economics and business. 00:01:44 - Evolution of the Brain, Tim explains how the brain evolved to respond to fast changes in the environment caused by movement. He highlights the energy-intensive nature of the brain and its focus on modeling complex social relationships. 00:07:11 - Heuristics and Biases, Tim explores how the brain uses heuristics and biases to navigate the world, balancing the need for energy consumption and survival. He emphasizes the brain's primary function of modeling social dynamics rather than logical reasoning. 00:09:50 - Culture Spread, Tim discusses how humans evolved to rely on culture spread as an evolutionary advantage. He explains the role of mirror neurons and the physical adaptations in humans to facilitate cultural learning. 00:13:36 - Unique Aspects of Human Brain Development, Tim highlights the unique aspects of human brain development, such as prolonged adolescence. He discusses how these adaptations contribute to the spread of culture and the importance of learning from others. 00:15:50 - Evolutionary Reasons for Modeling and Survival Goals, Tim explains that there are evolutionary reasons for modeling and mirror neurons. Modeling helps us imagine what someone is doing when they are out of sight, while survival goals like feeding and interpreting gestures are important for our physical skill rehearsal. Mirror neurons play a role in all of these processes and contribute to our survival. 00:17:14 - Learning from Successful Examples and Tribal Cohesion, Tim discusses the importance of learning from successful examples and the role of tribal cohesion in our learning process. We tend to learn from older people who have survived and people who are similar to us in terms of ethnicity, gender, and language. This preference for learning from similar individuals reinforces tribalism and group cohesion. 00:18:56 - Overcoming Biases and Expanding Circles of Empathy, Tim expresses a lack of hope in overcoming biases and expanding circles of empathy, especially in society and politics. He highlights our biological predisposition to form tribes and the difficulty of accepting other views once we are part of a tribe. However, he suggests that meeting and talking to people who are different from us can help in creating a larger circle of empathy. 00:21:32 - Conservative and Progressive Spheres of Concern, Tim shares an interesting finding from sociological research that conservative and progressive individuals tend to have different spheres of concern. He uses perceptions of immigration as an example of these differences. 00:30:24 - Girls' School Performance and Self Esteem Decline, Girls tend to outperform boys academically, especially in the early years. However, when they hit puberty, their self-esteem declines, and they start caring more about what their friends think of them. This often leads to a decline in academic performance. 00:31:27 - The Importance of the First Five Years, The first five years of a child's life are critical for their development. During this time, they need to feel loved, safe, and have proper nutrition and sleep. These experiences become hardwired into their biology and can influence their social attitudes and behaviors later in life. 00:33:22 - The Power of Empathy, Developing empathy is crucial for raising good humans. One way to cultivate empathy is through direct experiences with people from different backgrounds and cultures. By understanding and modeling the behaviors and experiences of others, we can foster empathy and understanding. 00:34:48 - The Role of Storytelling, Storytelling serves multiple evolutionary purposes. It allows us to simulate experiences we can't directly have, like living out a nightmare scenario without the real-life consequences. It also helps maintain cultural cohesion by spreading knowledge and values within a tribe. However, the cultural package we bring to a story can influence how we interpret and experience it. 00:36:56 -  Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Connect with Tim Ash: Follow Tim on LinkedIn Primal Brain Website Tim's Website  Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: Unleash Your Primal Brain, by Tim Ash Evolutionary Ideas, by Sam Tatam Solving Modern Problems with a Stone-Age Brain, by Doug Kenrick and Dave Lundberg-Kenrick  Friction, by Roger Dooley Indistractable, by Nir Eyal Top Recommended Next Episode: Evolutionary Ideas, with Sam Tatam (ep 204) Already Heard That One? Try These:  Solving Modern Problems with a Stone-Age Brain (ep 237) Good Habits, Bad Habits, with Wendy Wood (ep 127) DOSE Brain Chemicals (ep 123) Herding (ep 264) Loss Aversion (ep 316) Biases Toward Novelty and Stories (ep 54) Indistractable, with Nir Eyal (ep 290) Mirror Neurons (ep 31) Avoiding Everyday Work Disasters with Dr. Gleb Tsipursky (ep 111) Marketing to Mindstates with Will Leach (ep 88) Friction, with Roger Dooley (ep 274) Costco: A Behavioral Economics Analysis (ep 47) Biases Toward Others (ep 314) IKEA Effect (ep 112) The Human Experience, with John Sills (ep 277) Using the Senses to Increase Sales with Michelle Niedziela (ep 168) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter Dove Real Beauty Campaign Always Super Bowl Ad 2015 What eCommerce Can Learn From IKEA's Offline Success

Melina Palmer dives deep into the concept of the focusing illusion and its impact on our perceptions and decisions. Melina introduces the concept by explaining that the focusing illusion is a cognitive bias where we give disproportionate weight to one specific aspect of a situation while neglecting other factors that matter and may have a greater impact. This bias can lead us to make decisions based on a distorted view of reality. The discussion moves on to how the focusing illusion affects individuals and businesses alike.  Melina shares examples such as people overestimating the impact of winning the lottery on their happiness, or forming negative perceptions of a restaurant based on a single negative review about the cleanliness of the floor. These examples highlight the importance of looking beyond surface-level factors and considering the broader context. By understanding the influence of the focusing illusion, businesses can make more informed decisions that align with reality and effectively tailor their messaging to resonate with their target audience. Whether you're an individual looking to make better personal choices or a business seeking to improve your marketing strategies, this podcast episode offers help so you navigate the pitfalls of this cognitive bias.  In this episode: Explore the profound reach of the focusing illusion on your perspective and decision-making. Gain unique insights into how the focusing illusion shapes our happiness projections. Understand the danger of exaggerating the significance of certain variables on your happiness. Dive into how businesses can use the focusing illusion. Appreciate why pinpointing the focusing illusion is a necessary step in decision-making processes. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces episode 330 of The Brainy Business podcast, which focuses on the concept of the focusing illusion and its impact on our perception of happiness. 00:03:08 - The Focusing Illusion, The focusing illusion is a cognitive bias that causes us to place too much weight on certain aspects of our lives or experiences, leading us to overestimate their impact on our overall happiness. 00:07:11 - Impact on Decision Making, The focusing illusion can influence our decision-making by causing us to prioritize certain factors, even if they are not truly as important as we believe them to be. This can lead to biased perceptions and actions. 00:09:27 - The Halo Effect, The halo effect is a related cognitive bias that can be influenced by the focusing illusion. It causes us to form positive or negative impressions of someone based on limited information or initial traits. 00:12:39 - Sequence Matters, The sequence in which we observe characteristics or information about a person can heavily influence our perception and interpretation. The halo effect and the focusing illusion can both be influenced by the order in which information is presented. 00:16:27 - The Impact of Bias on Relationships, Bias can create a self-fulfilling prophecy in relationships, leading to a vicious cycle of negative interactions. It's important to step back and consider if your bias is guiding your interactions and if there may be a different perspective to consider. 00:18:13 - The Focusing Illusion and Facing Mortality, The focusing illusion causes us to focus on the potential last interactions with loved ones when facing serious illnesses or life-changing events. But the truth is, every interaction could be the last, so it's important to let go of grudges and focus on what really matters. 00:21:09 - Applying the Focusing Illusion in Business, The focusing illusion can impact our approach to projects and business decisions. By changing our filter and considering different perspectives, we can uncover hidden problems or opportunities that may have been overlooked. 00:24:57 - Narrowing Your Message for Business Success, In business, it's important to focus on what really matters to your target market. By narrowing your message and aligning it with your customer's mind state, you can create a stronger connection and motivate them to take action. 00:27:31 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: Selfless, by Brian Lowery What Your Employees Need and Can't Tell You, by Melina Palmer Thinking, Fast and Slow, by Daniel Kahneman Marketing to Mindstates, by Will Leach Both/And Thinking, by Wendy Smith and Marianne Lewis Top Recommended Next Episode: Confirmation Bias (ep 260) Already Heard That One? Try These:  Marketing to Mindstates, with Will Leach (ep 88) Counterfactual Thinking (ep 286) Prefactual Thinking (ep 232) Loss Aversion (ep 316) How to Organize Your Brain with Behavioral Economics (ep 83) Social Proof (ep 87) Brainy Benefits of Gratitude (ep 236) How Minds Change, with David McRaney (ep 210) Both/And Thinking, with Wendy Smith (ep 261) Avoiding Everyday Work Disasters, with Gleb Tsipursky (ep 111) Hate Being On Camera? Behavioral Economics Can Help (ep 95) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter Mountain Clarity Would You Be Happier If You Were Richer?  A Focusing Illusion Does Living in California Make People Happy? A Focusing Illusion in Judgments of Life Satisfaction

Welcome to an audio-led edition of Unmade.Today's episode features an interview with Adam Ferrier and Jim Ingram, co-founders of full service agency Thinkerbell. The agency recently bought back consultancy PwC's stake in the business, returning it to full independence.It's been six years since the launch of Thinkerbell, a communications agency with foundations in creativity, media strategy, public relations and until recently a foot in the consulting world too. Back when Russel Howcroft was leading PWC's marketing consultancy arm, the company took a ten percent in the fledgling Thinkerbell which started with the simple proposition of “measured magic”That part of Thinkerbell changed direction last month when the founders bought back PWC's stake in the agency as the consultancy struggles with its own existential crisis.Now that Thinkerbell is fully independent, it was an ideal time for Unmade's Tim Burrowes to speak to founders Adam Ferrier and Jim Ingram to try and discover why Thinkerbell has succeeded when so many others have not.The discussion ranges from Thinkerbell's new start, to the future of the CMO, the rationale for Ferrier's above-the-parapet TV profile, AI in Thinkerbell, and the secret sauce of their ‘Tinker' and ‘Thinker' agency structure. They also tackle some of the agency's defining work including February's show stopping '“Tall Poppy” mini film for CGU.“The marketing science meets hardcore creativity was a really obvious meeting place for where we started the agency,” Ingram says, explaining the synergy of the varied backgrounds of co-founders Ferrier, and Ben Couzens along with Margie Reid who brought order to the agency when she joined soon after launch."When the ideas are being had, the concept of how they're going to be executed and bringing them to life, all starts to happen at the same time as part of the creation process,” Ingram adds.On the PwC departure, Ferrier says "It feels like the right time to leave.“We're now enjoying being 100% rather than 90% independent. Transparency of process is absolutely fundamental to good business today.”Ferrier also did his best to avoid offering advice on how PWC should tackle its own PR crisis, despite being pushed.He was more frank about his motivations to be on TV so often. “It must be my ego that drives it. That's not mutually exclusive to good business sense. Will Leach once told me there's no business model in flying under the radar.”Today's podcast was produced by Seja Al Zaidi and edited by Abe's Audio the people to talk to about voiceovers, sound design and podcast production.We'll be back with more tomorrow.Toodlepip…Tim BurrowesPublisher - UnmadeMessage us: letters@unmade.media This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.unmade.media/subscribe

Kristian Aloma is back on the Mindstate Marketing Hour!  He joins the show to share about his new book - Start with the Story. Already hitting some of Amazon's best-selling lists, tune in to find out what designing with narrative psychology means and why it should be in your arsenal.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

In order to design effective solutions, businesses need to have a clear understanding of the different types of decisions their customers make. Not all decisions are created equal, and handling them differently ensures better outcomes. Companies should avoid applying a one-size-fits-all approach, instead aiming for a tailored response that addresses the specific needs of each consumer decision. By having a better grasp of decision-making processes, businesses can create products, services, and experiences that truly resonate with their audiences. In this episode of The Brainy Business podcast, Sam Evans emphasizes the importance of diagnosing the decision before prescribing a solution. Instead of providing a standard response to every challenge or query, businesses should seek to comprehend the decision type, the question being asked, and the desired outcomes. Evans highlights that businesses must go beyond just addressing jobs to be done but also consider the deeper aspirations and self-identity of customers. Uncover the pivotal role of the decision-making process in designing impactful solutions. Create a practical decision spectrum to categorize customer decision-making styles. Engage customers effectively while providing answers that direct them to optimal choices. Explore the power of weaving engaging stories and emotions into the decision-making framework. Devise immersive experiences that naturally drive customer engagement without forcefulness.  Show Notes: 00:00:00 - Introduction, Sam Evans, founder and CEO of Design for Decision, talks about his background in brand strategy and innovation and his passion for helping teams design products, services, and experiences that change behavior and drive growth. 00:03:40 - From Reputation Management to Behavioral Science, Sam shares how his career has been about designing for behavior change, starting with reputation management and public affairs, then moving to brand strategy and innovation at Pepsi, and eventually launching Design for Decision. 00:07:29 - Design for Decision's Mission, Sam talks about Design for Decision's mission to put the latest science of how people think, decide, and behave into action for the purpose of winning brand positioning, meaningful innovation, and more engaging cross-channel experiences for big brands, non-profits, and startups. 00:09:27 - Connections with Behavioral Science Experts, Sam talks about his connections with behavioral science experts like Robert Cialdini, Steve Wendell, and Nir Eyal, and how he has integrated their ideas into his work at Design for Decision. 00:14:31 - Designing for Decision, Sam explains how designing for decision is more than just designing for the jobs to be done, and how not all decisions are created equal. He talks about the importance of understanding the decision before designing anything and how businesses can do social good by helping people make more confident, effective, and efficient decisions. 00:15:56 - Understanding Different Types of Decisions, Sam Evans emphasizes the need to move away from the assumption that all clients face the same challenges or require the same toolkit to solve their problems. He suggests that different types of decisions should be diagnosed first and then solutions prescribed to answer questions based on the decision-making needs of the customers. 00:18:38 - The Decision Design Spectrum, Sam Evans introduces the idea of a decision design spectrum, which classifies different types of decisions into deliberation, default, and deciding. He explains that depending on where a decision falls on this spectrum, different tactics must be employed for effective engagement. 00:21:08 - Educating vs Engaging, Sam differentiates between educating and engaging customers, citing the success of smoking cessation campaigns that used negative reinforcement instead of education to deter smoking. He recommends engaging customers in ways that inspire and answer their questions instead of educating them on why a product is important. 00:25:18 - The Importance of Translating and Avoiding Math, Sam Evans advises businesses to avoid asking customers to do math and include technical jargon. Instead, communicate in simple language. He suggests providing familiar concepts and translating information to help customers make informed decisions. 00:28:04 - Engaging Customers in the Right Way, Sam Evans highlights the success of brands like Amy's Kitchen in engaging customers through appealing visuals and inviting experiences. He suggests businesses find ways to engage customers based on their decision-making preferences, whether it's System 1 (subconscious) or System 2 (conscious). 00:29:30 - Understanding Decision Making & Behavior, Sam Evans highlights the importance of understanding decision making and behavior. He emphasizes that it is crucial to diagnose the decision before prescribing the solution. He also notes that not all decisions are created equal, and it is essential to consider the type of decision before designing a solution. 00:31:00 - Leading with Behavior, Sam and Melina discuss the importance of leading with behavior when it comes to growing a brand. Sam argues that focusing on behavior first is crucial because people buy based on behavior. He suggests that the emphasis should be on designing for behavior rather than forcing things on people. 00:32:15 - Education vs. Behavior, Sam and Melina discuss the challenges of educating people about a product or service. They note that the goal is often to get people to care about something in the same way the company cares about it (which is a bad approach). Sam argues that it is more important to focus on designing an experience that is engaging and inviting rather than leading with education. 00:33:40 - Behavioral Design for Good, Sam emphasizes that he would love to have more conversations with those who are trying to do good by people and change the world. He notes that private organizations, public organizations, nonprofit, and startups are all welcome to reach out to him. Sam highlights that the goal of behavioral design is to make a connection and design an amazing experience that is really engaging. 00:38:02 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: Indistractable, by Nir Eyal Hooked, by Nir Eyal Influence, by Robert Cialdini What Your Customer Wants and Can't Tell You, by Melina Palmer Designing for Behavior Change, by Steve Wendell Connect with Sam:  Design For Decision website Sam on LinkedIn Top Recommended Next Episode: Become Indistractable, with Nir Eyal (ep 290) Already Heard That One? Try These:  Influence, with Robert Cialdini (ep 157) Marketing to Mindstates, with Will Leach (ep 88) Nudges and Choice Architecture (ep 35) Priming (ep 252) Designing for Behavior Change, with Steve Wendell (ep 116) Behavioral Science in the Wild, with Dilip Soman (ep 241) Cognitive Semiotics, with Sarah Thompson (ep 259) Habit Weekly's Samuel Salzer (ep 284) Get It Done, with Ayelet Fishbach (ep 186) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter

Do you want to know the secret of creating a sense of urgency and exclusivity in your marketing campaigns? If so, don't miss this one-time opportunity to discuss the Scarcity Effect on the Mindstate Marketing Hour. We'll discuss various ways you can use this powerful trigger to create effective advertising that works.

Finding passion in your career can feel like an impossible feat. While it doesn't come easy, it's well worth it. On this episode of the Mindstate Marketing Hour, Will Leach and Steve Brown interview R.T. Custer, a passionate entrepreneur, speaker, and guide who helps founders find freedom and support in their corner of the world. As the CEO of Vortic Watch Company and the co-host of Fast Foundations Mastermind, R.T. knows what it takes to build a successful business and drive impact. He'll be sharing his story - and some tips - with us this week.  Join us!The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Discover how to revolutionize your copywriting game and infuse a human touch into your AI writing. Generative AI expert and Founder of Chibi AI joins this episode of the Mindstate Marketing Hour to share tips for bringing your creative ideas to life using generative AI.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Want to stand out from the crowd and build trust with your audience? If so, you don't want to miss this episode of the Mindstate Marketing Hour, where we'll discuss the importance of social proof in marketing and how it can be used to build psychological trust and credibility for your brand.  Don't miss this opportunity to learn how to use social proof to take your marketing to the next level.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

In today's conversation, I am joined by McDonald's Lauren Kemp and Stephen Springfield from the Aspen Center for Consumer Science. Last fall I saw them give a talk at IIEX Behavior on how they used behavioral science to create an "irrational" loyalty program at Mcdonald's. It was instantly clear they had to be on the show to talk about this project, its insights, and what you can learn from it. It is such a great case study showing how real people inside organizations (and in this case, working with a great consultant), can create a program that infuses behavioral insights in a smart way -- that is often counterintuitive – to find a win-win for the company and its customers.  You'll also hear tips from Lauren about how she did her literature review and lots of other great insights. And, do know that while we joke about not loving the term "irrational" as it is popularly used in behavioral science, if there was ever a program that proved a lot of the choices people make aren't exactly rational this would be it. You'll see what I mean as they dig in on the story in the episode… Show Notes: [00:46] In today's conversation, I am joined by Lauren Kemp and Stephen Springfield, whom I first saw while they were giving a presentation at Greenbook's IIEX Behavior last fall. [03:44] Lauren shares about herself and her background. She works in consumer insights at McDonald's on the US team. [04:41] Stephen shares about himself and his background. Stephen is the Founder and Principal at Aspen Center for Consumer Science.  [06:43] Novelty and the magic of the irrational attracted Stephen to behavioral science and behavioral economics.  [07:35] Behavioral science isn't really about the irrational and the crazy cool stuff. It is about the scientific process applied to understanding behavior.   [10:35] Irrationality is where all the profit is. [13:05] Lauren started her career with an internship at Brain Juicer. They were pioneers in the behavioral economic space. McDonald's was one of her main clients there.  [15:17] McDonald's global team created the loyalty program so the individual markets had some space to make the program work in their specific market.  [17:17] She started with a literature review since loyalty programs were not new to the industry. She wanted to learn what was most important for a loyalty program and how they could design theirs to be successful.  [19:45] Top tips for doing your own literature review? Definitely start by bookmarking Google Scholar.  [22:11] The program needed to entice customers to engage with the program. They wanted it to be consumer centric.  [24:16] They knew it was very important for the program to be transparent enough and easy to understand. Consumers don't like it when they feel they are being tricked or it is clouded. Transparency is so huge in our culture today. [25:57] They found that the value of a loyalty program is engagement with the program itself – not the reward that you get. The reward you get is transactional.  [28:27] Lauren spent a week or two on her literature review process and Stephen's team did some additional research.  [30:39] It is important to invest the time in research, but it probably doesn't need to take as long as you think.  [33:21] There is an aspect of irrationality and that is where the profit is.  You have to find a way to offer something of value that is not completely transactional.  [36:23] They wanted to find which items would drive trips because the point of the loyalty program is to get to people to visit more often.  [37:58] They tested five different point levels from 1 point to 10,000 points. They found that 100 points per dollar was easy and worked best.  [40:03] The goal is to get somebody to purchase something now with an eye toward achieving something later. Mental budgeting and being able to do the math towards a simple reward was a game changer.  [43:05] They continued coming back to the goal and objective: getting consumers to come to McDonald's because they had rewards, and they want to accumulate more rewards, and at some point they would like to redeem those rewards.  [44:56] They found there was some linearity with the value of the item and the trip driving behavior, but there were also outliers drove trips.   [46:46] If there are products on the loyalty menu that are a lower cost to produce that would still drive engagement from a customer perspective and trips are a huge win.  [49:16] Consumers can't tell you what they would do and why they would do it.  [51:35] Key Insight: The thing that drives that behavior doesn't have to be the most expensive thing.  [53:18] Science isn't really interested as much in truth as things that are reliably predictive.  [56:07] Melina's closing thoughts [57:18] It doesn't need to take eons to incorporate good behavioral science research into your projects.  Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina's Books.  Get the Books Mentioned on (or related to) this Episode: Marketing to Mindstates, by Will Leach The Life Saving Skill of Story, by Michelle Auerbach Predictably Irrational, by Dan Ariely Choice Hacking, by Jennifer Clinehens The Paradox of Choice, by Barry Schwartz Connect with Lauren & Stephen:  Lauren on LinkedIn Stephen on Twitter Stephen on LinkedIn Top Recommended Next Episode: Questionstorming at KIND / Mars with Beatrix Daros (ep 215) Already Heard That One? Try These:  Anthropology, Market Research & Behavioral Economics with Priscilla McKinney (ep 196) Marketing to Mindstates: A Discussion With Author, Will Leach (ep 88) The Power of Story, an Interview with Dr. Michelle Auerbach (ep 145) Dan Ariely Interview: Discussing Shapa, the Numberless Scale (ep 101) The Science of Cool, with Dr. Troy Campbell (ep 169) Nudging for Good at Walmart with Sarah Wilson (ep 206) Starbucks: A Behavioral Economics Analysis The Most Important Step in Applying Behavioral Economics: Understanding the Problem (ep 126) The Pain of Paying (ep 59) Framing (ep 16) Surprise and Delight (ep 276) Where CX and Behavioral Science Meet, interview with Jennifer Clinehens, author of Choice Hacking (ep 141) Paradox of Choice (ep 171) Unlocking the Power of Numbers (ep 17) Other Important Links:  Brainy Bites - Melina's LinkedIn Newsletter Aspen Center for Consumer Science

As advertising and marketing professionals, one of the biggest struggles we face is ensuring our marketing efforts stand out from the crowd. Nothing is more frustrating than seeing your hard work fail to deliver results. In this episode of Mindstate Marketing Hour, we discuss how to use consumer psychological insights to create highly effective advertising. By following 5 simple steps, you can create persuasive campaigns that deliver results and keep your customers coming back for more.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Not many people have the title “Marketing Super Hero” but on this episode we have one live, joining the conversation!  Beant Singh from Wahi Digital Marketing is the guest and he shares his wild story with Will and Steve. The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Attention advertising agency owners and creative directors - Don't miss out on this opportunity to take your marketing to the next level!!  Are you struggling to cut through the noise and capture your audience's attention? Join us for this episode of the Mindstate Marketing Hour, where we explore the power of storytelling in marketing. Learn how to craft compelling narratives that will connect with your audience on a deeper level and leave a lasting impression. The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

On this episode of Now that's Significant, a Market Research Podcast, the host Michael Howard (Head of Marketing at Infotools) was joined by Will Leach, founder & CEO of Mindstate Group, a behavioral research and brand consultancy and best-selling author of Marketing to Mindstates: a Practical Guide to Applying Behavioral Design to Research and Marketing.  In the episode, we covered: Using behavioral science to psychologically restage brains is really going to set us up for exponential growth. And it can do that by when we understand the mind state of what our consumers are and when they're in the moment needing to make decisions as consumers, as people, etc. The more that market researchers can get in and grapple with that, understand that, and then pass that kind of information on to other parts of the business, the better we'll all be, not just from a business perspective, but from us as a consumer as well. It's always an important thing to remember that that the customer, the person is the most important thing in this whole process. I mean, what you've talked about today, it's a whole lot of fun. But when you're doing it right, it's a win for us and a win for consumers. So just said we touched on what behavioral science actually is and mean. We had a look at some of the reasons why the industry is potentially broken. We also looked at some of the positives as well and what the two can learn from each other. And you also shared a little bit about the where the field of behavioral science is going from a research perspective anyway, the role of AI in how we as market researchers and businesses can use technology in a way to help rapidly iterate our offerings to the public as well. For those of us who choose to embrace it, a pretty exciting future awaits. Enjoy the show

Are you ready to take your ad agency to the next level in 2023? If so, you won't want to miss the latest Mindstate Marketing Hour! In this episode, we will interview Chase Buckner, Director of Product Marketing & Customer Marketing at High Level, a leading platform for digital agencies. Chase will share his insights on the challenges and opportunities of growing and scaling an ad agency in today's competitive market and some innovative ideas you can use to scale immediately.  Learn how to grow your ad agency faster and smarter in 2023!The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Choosing the ideal price for your product or service can feel like rocket science. Too much, and customers turn away without a second thought. Too little, and you don't make enough to earn a profit.Psychology can help you strategically select prices that will catch customers' attention, give you a competitive advantage, and grow your brand. On this episode of the Mindstate Marketing Hour, we'll take a deeper dive into the psychology of pricing and walk through simple ways you can use pricing strategies to maximize your profits. You won't want to miss it!The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

On this episode of the Mindstate Marketing Hour, Mark Hatcher shares his story and how he continues to help top brands around the world put people first.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Listen up. If you are an ad agency or seasoned marketing professional looking to significantly improve your content's effectiveness and efficiency, you should seriously consider adding Behavioral Design to your creative development process.  Behavioral Design is a scientific approach to integrating neuroscience + behavioral psychology into marketing creative for more persuasive, impactful advertising.  It will help you stand out in a sea of generic, AI-driven content. In this episode of the Mindstate Marketing Hour, Steve and Will share three reasons why adopting a Behavioral Design Strategy in 2023 can help you differentiate yourself from the competition, attract more clients and deliver better results.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Growing a sales team is far from easy. On this week's Mindstate Marketing Hour, we'll talk with Chad Cristo, CIMA, SVP of National Sales and Marketing at Independent Financial Group, about overcoming failure and achieving superior sales results.Chad is a financial services expert with decades of experience.  He spent 29 years at Putnam Investments in sales and leadership roles. He was recognized as a Putnam "Top Gun" sales leader 10 consecutive years prior to moving to a leadership position.  He was hired by Independent Financial Group in 2022 as SVP of National Sales and Marketing to lead their advisors to the next level.  It is his belief that this business is about developing trusting relationships, that evolve into mutually beneficial partnerships, that ultimately lead to superior results for his clients.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

As the world continues to face a probable global recession, many brands will struggle to grow or even maintain their customer base. But with the right strategies in place, you can not only survive but also thrive during economic downturns.In this episode of the Mindstate Marketing Hour, we'll outline three actions you can take today to put yourself in a great position for brand growth in uncertain conditions. Whether you're a small business owner or a brand marketing professional, these tactics will provide you with a roadmap to attract new customers and retain existing ones, even in a recession.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

On this episode of the Mindstate Marketing Hour we have Ushi Patel joining the conversation, sharing her journey of failures and successes in her career. She is a globally recognized brand strategist with a focus on empowering women and her story-telling skills are absolutely dynamic.  Click tlisten!The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Artificial intelligence (AI) and ChatGPT have already begun to revolutionize the way businesses operate, and the marketing research industry is no exception. From natural language processing (NLP) to GenerativeAI, these technologies are providing new and more efficient ways to build elite insights. On this episode of the Mindstate Marketing Hour, we will explore ways in which AI and ChatGPT, a large language model, are having a positive effect on the marketing research industry and give you a glimpse as to how this technology can be used to make your insights more impactful for your organization.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! Winner of the Market Research Podcast of the Year 2022 Award and Top 15 Behavioral Science Podcasts on FeedsSpot: https://blog.feedspot.com/behavioral_science_podcasts/ The show is also available in podcast format - check us out on most major platforms including iTunes/Apple Podcasts: https://podcasts.apple.com/us/podcast/mindstate-marketing-hour/id1589079476?itsct=podcast_box_link&itscg=30200&ls=1Find Will's book, Marketing to Mindstates here ⇒ https://amzn.to/3bPbXld Looking to understand how to apply Mindstate Marketing to YOUR business? Hop on over to ⇒ https://mindstategroup.com/about Check out the FREE resources page here ⇒ https://marketing.mindstategroup.com/resources Other ways to connect with Will and the Mindstate Group: https://www.linkedin.com/in/william-leach-b5b80425/ https://www.linkedin.com/company/mindstate-group/ Thanks for tuning in!

Behavioral science is carving a seat at the table for market researchers.Founder of the Mindstate Group, Will Leach, joins GreenBook's host, Lenny Murphy to discuss how behavioral insights are opening doors for researchers across the field. In a world of abundant data, behavioral design is optimizing research methodologies and exposing new facets of consumer understanding.You can reach out to Will on LinkedIn.Many thanks to Will for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.

Summary:This week on How To Win: Saravana Kumar, CEO of Kovai.co, a software company offering multiple enterprise and B2B SaaS products including, a customer success product, a self-service knowledge base product, and enterprise software for Microsoft BizTalk and Azure Serverless platforms. Founded in, 2011, Kovai.co has over 240 employees across the UK and India. This year Kovai.co's annual revenue has topped $10 million. In this episode, we discuss the benefits of true thought leadership, diversifying your product offering, and winning in your niche. I give my thoughts on the benefits of hiring T-shaped people, the concept of mental availability, and finding riches in the niches.Key Points: Saravana talks about the beginnings of Kovai.co (01:01) How did Saravana use his blog to acquire his first customers? (03:11) Saravana reflects on becoming a Microsoft MVP (04:50) I weigh in on true thought leadership with a quote from Orbit Media Studios' Andy Crestodina (06:07) How did Saravana scale customer acquisition beyond the first million? (07:27) Why did Kovai.co become a multi-product company? (09:15) Saravana discusses the need to launch products for different ICPs (13:08) I give my thoughts on the concept of T-shaped people with a quote from author Mike Clayton (14:02) Saravana breaks down his strategy to stay ahead of the copycats (16:00) I stress the importance of understanding customers' mental availability with a quote from Will Leach, author of Marketing to Mindstates (18:51) What were some of the strategic decisions that paid off for Kovai.co? (21:15) I lay out Animalz VP Ryan Law's five content marketing strategies for niche industries (22:54) Saravana gives three pieces of advice to fellow SaaS founders (22:36) Wrap-up (25:18) Mentioned:Saravana Kumar LinkedInSaravana Kumar Microsoft MVP ProfileSaravana Kumar BlogKovai.co LinkedInKovai.co WebsiteKovai.co Integrate Summit PageMVP Global SummitAndy Crestodina BioMike Clayton WebsiteWill Leach's Marketing to MindstatesRyan Law BlogMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL

In our latest episode of This is Product Management, Will Leach, CEO of Mindstate Group, explains why understanding customers' motivations through behavioral science can actually help brands grow. TIPM is produced by Feedback Loop, a DISQO company, the agile research platform designed for product and marketing teams. Get access at https://go.feedbackloop.com/start-free-now-tipm to a free trial today. 

Today I am very excited to introduce you to Greta Harper, a Maker's Mark diplomat. Everyone that has already heard last week's episode with Sarah Wilson, knows that this week's episode is resharing a podcast that was recorded while I was a speaker on the live podcast stage at Greenbook's IIEX North America conference in Austin a couple of weeks ago. It was such a great event!  While at IIEX North America I had the honor of interviewing Greta about the amazing shifts that Maker's Mark made during the pandemic to support restaurants and their workers when they were under no obligation to do so. Their focus on support and advocacy turned into some amazing programs that made a really big impact (including some work with myself and the Texas A&M Human Behavior Lab). What can your business learn from their approach? Listen in to find out… Show Notes: [00:42] Today I am very excited to introduce you to Greta Harper, a Maker's Mark diplomat.  [01:52] While at IIEX North America I had the honor of interviewing Greta Harper at Maker's Mark about the amazing shifts that their company made during the pandemic to support restaurants and their workers when they were under no obligation to do so. [04:50] Greta shares about herself, her background, and what she does at Maker's Mark.  [06:07] In 2014, she went to Kentucky for the first time, she got to meet distillers, and absolutely fell in love with the business.  [07:19] Learning wasn't always easy in the supplier world and she vowed that if she ever got to a place of “power” she would make learning easier for everyone that came behind her.  [08:06] Bars and restaurants are that traditional third space in society. This space isn't work or home. It is that other space where you get away from those things to connect with something different than yourself.  [10:36] The first time she went to Texas A&M was in January of 2020 and she was very excited to start doing lots of research.  [11:54] Humans make on average 35,000 decisions every day and most of those are done on a subconscious level.  [13:20] Greta works in the advocacy sector of Beam Suntory, which is the parent company of Maker's Mark.  [15:50] When our habits are shifted we only have so much cognitive bandwidth that we are able to give up every single day.  [17:49] Greta and her team were able to focus on other people because they didn't have to focus on survival. One way their company showed support was to buy food from a struggling restaurant and feed their employees.  [20:22] Consumers were changing their buying habits because they couldn't go to bars and restaurants. The Maker's Mark team started partnering with bars and restaurants by doing virtual cocktail classes.  [22:13] They knew that on-premise was always a focus and they wanted to be there for them when they needed support (not just when it was convenient for their company).  [23:37] Maker's Mark was leaning in at a time when they were truly not getting anything out of it.  [26:07] Helping, advocating for the trade, and educating the trade have always been at the heart of everything that Greta wants to do. This is one reason why it was so exciting to bring in Melina and Jeff from the Human Behavior Lab to do a series of trainings for the restaurant teams – and it has been amazing to see their results in the months that followed. [29:01] The pandemic opened up so many different avenues for them to think differently. They learned so many things.  [31:15] As humans we feel compelled to give back when people give to us.  [33:30] Greta shares what is on the horizon. They are all about sustainability at Maker's Mark.  [35:51] There is a huge difference between age and maturation. It all affects the end product. Taste and flavor are at the heart of everything they do.  [37:13] Thinking about how you can be doing the right thing in a way that leverages reciprocity.  [38:09] Melina shares her closing thoughts. Do you want to hire Melina to do work with your company? Email melina@thebrainybusiness.com [40:01] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!) Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! More from The Brainy Business:

You are familiar with metaphors...you likely learned about them in elementary school. But do you know how important they are in your business?  Well, it turns out that metaphors are way more important in understanding the mind of your consumer than you could have possibly imagined. There are two associates from the firm Olson Zaltman here today to share the power of metaphors and how they use them in their Zaltman Metaphor Elicitation Technique (ZMET) process. The ZMET was created by Dr. Gerald Zaltman at the Harvard Business School in the 1990s and is still incredibly relevant for brands today.  During the conversation, Malcolm and Hannibal Brooks will share how they have used the ZMET for brands like Harvard, Tropicana, a funeral company, and more. Plus, insights into the 16 deep metaphors they work with at Olson Zaltman and why they matter for all companies who want to appeal to their customers (i.e. everyone!).  Show Notes: [00:06] In today's episode we are digging deep into the power of metaphors with two associates of Olson Zaltman. [02:53] Malcolm and Hannibal share about themselves, their background, and how as twins they ended up in the same field and working together.  [03:44] They both graduated with degrees in food science and went to a master's program focused on marketing, management, and consumer psychology.  [05:57] At Olson Zaltman, they do research that is focused on understanding the unconscious through metaphor. Their process is focused on using imagery and verbal metaphors to understand emotions.  [06:40] We think in images, not in words; metaphors are our way of describing the world.  [09:28] Metaphors really affect the way we perceive the world around us.  [11:04] Part of what makes these metaphors universal is that a lot of them originate in the experiences we have in life that exist before we can even verbalize.  [12:25] There are 16 deep metaphors that define our experience.  [14:48] Different groups of consumers might have different metaphors or understandings of a product or service.  [15:24] For women, clothing is a form of self-expression and freedom.  For men, clothing is often about a form of control.  [18:12] They share examples of the types of business problems they are solving. [19:42] With ZMET they want to understand with your particular consumers, are they getting something out of your product and your brand? [22:44] Prior to the ZMET process the business only needs to know the problem that they are having.  [25:08] The ZMET process can help answer a lot of questions for businesses.  [25:57] They share their findings from a case study with Harvard. [28:17] Helping to trigger the unity piece can be very valuable (as was the case for Harvard). They have found that there are core principles that they stumble upon time and time again.  [31:12] Deep 1-on-1 guided conversations help them unpack what is the best way for the business to move forward.  [33:20] You want to understand your brand's core assets and what fits with the mindset people have around it.  [36:19] One of their most fun cases to talk about is the research they did for the Funeral Service Foundation. They found that people would look at their funeral almost as a performance. People don't want to be remembered in a way that is sad. They want to be remembered for who they were, with a celebration.  [38:57] Their recommendations included creating this online experience that is more fun, including the most fun things about the person and how they want to be remembered. It gets people thinking and talking about their death while they are still alive by making it less scary.  [41:33] Their real work is understanding stories and connecting with people.   [42:23] Melina shares her closing thoughts.  [44:28] Shop at The Brainy Business shop for that perfect brainy gift. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! More from The Brainy Business:

The end of year is approaching, and we all know that a successful final campaign is critical to ending the year on a high note. But getting your messaging noticed can be very difficult with so much competition. How can behavioral psychology help you break through the clutter and make a lasting impression on your clients?  Check out this week's Mindstate Marketing Hour, where Steve Brown and I will discuss some best practices you can use to get your message seen—and acted on—this holiday season.The Mindstate Marketing Hour is a weekly show with Will Leach and Steve Brown where they talk shop about science in marketing. Be sure to SUBSCRIBE to our channel to stay in touch! 

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

Will Leach and Bernie Miklasz discuss the week's events in cardinal baseball.

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this episode, I’m really excited to have as my guest, Will Leach, the world's leading expert on subconscious mindstates and the best-selling author of Marketing to Mindstates: a practical guide to applying behavioral design to research and marketing, and a Behavioral Design instructor at SMU's Cox School of Business BLC and the Texas A&M Human Behavior Lab. Will consults with today's most innovative brands and advertising agencies to increase the effectiveness of their marketing creative through behavioral science. He is also the founder & CEO of TriggerPoint, a behavioral science-based research firm, and The Mindstate Group which helps marketing professionals apply behavioral psychology through subconscious mindstates to design marketing that gets customers to listen, care and act. In our discussion, Will talked to me about: Why an understanding of your ideal customers' emotions and behaviours is critical for good marketing How time and context play a role in buying decisions How to find your one thing, that makes you stand out Listen to the podcast to learn more. Show Notes and Blog The Podcasts See omnystudio.com/listener for privacy information.

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

After having spent over 20 years in Corporate America, Will Leach left PepsiCo in 2012 to chase his dreams of opening a behavioral science-focused marketing research - .  In 2017 Will accidentally found out that he had the basic elements required to write a book, so he did just that.  In 2018 he released Marketing to Mindstates.  Because of the books’ success, he formed a new company called . Mindstate Group offers behavioral science tools to help brand managers and planners develop marketing creative that gets people to listen, care, and act.

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

If you've ever wondered what exactly makes a marketing technique effective, well then, Will Leach has your answers, and we're willing to bet those answers will surprise you. That's because Leach is an expert in all the ways that non-conscious factors affect your decision-making processes.  As the founder of the Mindstate Group, Leach works to provide behavioral science-based tools and resources to help businesses build consistently effective marketing that drives people to listen, care and act. With over 25 years of behavioral insights experience, and a book title to his name, Will Leach is passionate about understanding how we make decisions. And how to even the playing field so that all businesses, not just the big guys, can use this information to their advantage.

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this episode of the Everybody Brands podcast, we have a conversation with Mind State Group founder Will Leach on how making fast emotional connections with people will help your brand win trust and resonate with people’s hearts and minds.Will knows what it what it's like and how it feels to hold your breath every time you launch advertising, and how crushing it is when the campaign you worked on so hard just crashes and burns. With over 25 years of experience in corporate America, Will has worked with some of the biggest brands in the world and conducted hundreds of research studies. His best-selling book, Marketing to Mindstates generated six figures in just six months of launching, (which makes me jealous). Marketing to Mindstates is one of the leading resources on behavioral and science-based marketing today.Connect with Will atMindstate GroupWill Leach on Twitter Will Leach on LinkedInConnect with Brian Sooy from Aespire atAespire.comon Marketing Made SimpleBrian Sooy on LinkedInBrian Sooy's books on Amazon

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

Today I am so excited to introduce you to Tim Ash, his new book Unleash Your Primal Brain is currently available on presale, to officially launch in April 2021, but everyone listening now can order it direct from Tim using the links in the show notes and you’ll get an autographed copy, which is pretty darn cool!  Early praise from the book has come from Robert Cialdini, Jay Baer, Phil Barden, Will Leach, Roger Dooley, and Nir Eyal (recognize some of those names from past episodes of the show?).  Forbes has named Tim a Top-10 Online Marketing Expert, and he was also named an Online Marketing Influencer to Watch by Entrepreneur Magazine. He had his own podcast, has published over 100 articles, and spoken at more than 200 conferences around the world. His past clients include Google, Expedia, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, Costco, and many more. I think it’s safe to say, Tim knows his stuff and I’m honored to have him with me here today.  You know there are a lot of past concepts that will come up today (including last week’s intentionally planned episode on brain chemicals…totally ties in with understanding the primal brain!) and they’re all linked for you in the details below! Show Notes: [00:42] Today I am so excited to introduce you to Tim Ash, his new book Unleash Your Primal Brain is currently available on presale, to officially launch in April 2021. [03:39] Tim’s interest and fascination with the brain started very early and were a huge part of his college studies.  [05:43] Brains didn’t just pop into existence.  We are the product of evolution and in order to understand us, you have to understand the whole evolutionary art.  [06:42] Sophisticated brains are at least 500 million years old.   [07:18] Insects and animals need brains because we are in a world of movement; brains are really only to help us think fast enough to survive in the environment (which is why plants don’t need brains but still develop adaptive tendencies).  [07:58] The brain is a very energy-intensive system.  [08:29] The body is balancing between digestive, voluntary movement, and the brain. When you run out of energy you need sleep and rest.  [09:08] Whenever we are not doing computation or planning tasks, we default to modeling our environment.   [11:26] One of the key insights in Tim’s book is understanding that we made an evolutionary bet on culture spread. We can learn more from our surrounding tribe by copying than we can ever in a lifetime of direct experience. That gives us our tribal edge.  [13:38] We are born covered in fat and we use that fat to isolate the neurons in the brain so there’s no cross-talk or electrical issues.  [15:15] We get enjoyment by helping others and transmitting knowledge.  [18:09] One of the huge puzzles that needed to be unlocked from an evolutionary standpoint was “Who (and what) do I learn from?” We want to learn from successful examples.   [19:13] We are wired to learn from people that are most like us.  [21:17] Once somebody locks into a tribe it is very hard to have them accept other views. A big task is pulling towards the center and somehow having a larger circle of empathy.  [23:19] When employees embrace different teams (creating silos) they make it more difficult for the business to be successful.  [25:06] Thinking we are individuals and our happiness matters is a very western idea.  Most of the world thinks more communally.   [27:06] We are hypersocial animals with a need for connection. The worst thing you can do to somebody is isolate them.   [28:46] Isolation literally drives us insane.   [29:37] As teenagers, you are transferring your allegiance from your parents to your larger group of peers. Parents have less influence than their peers.  [32:36] We do a lot of our brain development out of the womb when it really should be prenatal.  It is really important to make the first five years solid from a nutritional, sleep, and social attachment standpoint because you can’t undo it later in life.   [33:29] Direct experience with other people and forcing them to walk a mile in other peoples’ shoes is your best bet for creating good humans.   [34:08] Primarily storytelling is to simulate experience and do things we can’t directly do.  The other unestimated reason for storytelling is to maintain cohesion and the values of our tribe so knowledge spreads faster.  [35:30] The cultural package determines how we examine and experience the same story.   [38:41] Tim’s book really helps us understand the brain and how that ties into marketing, messages, interpersonal relationships, and more.   [40:35] Tim wrote his book to explain the why behind the brain and behaviors. If you want to understand the why behind the brain, you have to see how it all evolved.   [41:23] Grab Tim’s book here and get an autographed copy (limited time offer).  [42:25] It is so important to understand genetics and history to really understand behavior. [44:22] If you haven’t connected with me yet, please do! I love to give shout outs and spread the love whenever I can. You can find me, Melina Palmer and follow the company page of The Brainy Business on LinkedIn, and I’m on all the other socials as @thebrainybiz. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube More from The Brainy Business: Master Your Mindset Mini-Course BE Thoughtful Revolution - use code BRAINY to save 10% Get Your FREE ebook Melina’s John Mayer Pandora Station! Listen to what she listens to while working. Special Year-End Sale

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

Will Leach is the Founder and CEO of the Mindstate Group and TriggerPoint. Will is also the author of the bestselling book “Marketing to MindStates: a Practical Field Guide to Applying Behavioural Design to Research and Marketing” and a 2-time winner of the EXPLOR Award for behavioural science research innovation.Will has over 25 years of behavioural insights experience and is a behavioural design instructor at the Cox School of Business BLC at Southern Methodist University and Texas A&M’s Human Behavior Lab. He is an expert in using behavioural psychology to optimize marketing and is a frequent contributor to Forbes writing about behavioural economics and behavioural marketing.In this episode, we discuss:Understanding human behaviour in a VUCA world (volatile, uncertain, complex, ambiguous)Changing state of mind to change minds with the MindState Behavioural ModelThe importance of higher order goals and 9 types of motivation in driving behaviourHow to overcome the attention filter, or the decision not to decide, by lowering frictionThree Quick Questions:A business book you recommend?- Intuitive Marketing: What Marketers Can Learn from Brain Science by Stephen GencoPerson to follow on social media or digital media? – Jason Vana on LinkedInOne on one dinner with a living person? – Bill Murray, ActorTo follow Will on Twitter - @trigger_pointerTo follow Will’s writing online or find out more about the book, visit https://www.mindstategroup.com

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

Today I am so, so, so excited to announce something that has been in the works for many months. On Friday, August 21, 2020 it was officially announced that I am joining the team at the Texas A&M Human Behavior Lab as an Instructor for the brand new Certificate in Applied Behavioral Economics, which is enrolling now for the Fall. The core faculty for the certificate program, Dr. Marco Palma, Jeff Pool and Will Leach, will be joining me today to talk about the certificate program in more detail including how it differs from any program we’ve seen before.  And, don’t worry, nothing will be changing here at The Brainy Business except maybe being a bit more busy! You will still receive new shows and emails each Friday.  A lot of you have asked if this meant a move, but the entire program is intentionally virtual so I will be staying here in the Pacific Northwest--and wherever you are around the globe you can have access to a stellar program in applied behavioral economics from the largest academic human behavior lab in the world.  LEARN MORE AND ENROLL Show Notes: [00:52] I am joining the team at the Texas A&M Human Behavior Lab as an Instructor for the brand new Certificate in Applied Behavioral Economics. (yay!!) [02:53] The program is awesome and any fan of this show would benefit from obtaining a Certificate in Applied Behavioral Economics. This program is for people in business looking for that edge. [05:07] Introducing the core faculty: Will Leach is the author of Marketing to Mindstates and the CEO of the Mindstate Group.  [05:59] Dr. Marco Palma is the director of the Human Behavior Lab.  [07:26] Jeff Pool has a background in communications (working at the Pentagon before joining Dr. Palma’s team at the Human Behavior Lab).  [08:57] One of the critical missions of Texas A&M University and the Human Behavior Lab is to put the knowledge and research out to the people to continue it and so that they can improve the health and wellbeing of people in the United States and around the world.  [11:37] This program provides an understanding of behavioral economics from the basic core concept to the point that people can apply this knowledge and use it in their businesses on a daily basis.  [12:22] The certificate program is an online program hosted by Texas A&M University that provides interaction with instructors and fellow students. In order to earn the certificate there are six classes including 3 core classes and 3 elective classes. It is a total of 18 credit hours.  [13:51] Melina will be teaching Foundations of Behavioral Economics. Some of the classes will also include co-teaching with other members from the team (and guest lectures from amazing guests) utilizing their strengths and experiences.  [15:17] The course is designed to stimulate ideas to help you with your business. The faculty will be available during online office hours to answer questions and help you apply your learnings.  [17:05] Marco says a huge benefit to the program is having Melina and Will because of their experiences with their own businesses and their background in corporate America.  [19:27] Another huge benefit of the program is being able to access the work and research of the lab and other colleagues before it is even published.  [20:53] The team offers a rich pipeline of people they are able to reach out to get answers for students when they have them.  [22:12] They wanted to provide enough rigorous information, but also make sure it is accessible and understandable.  [24:11] The certificate program is a great option for people that are already established in careers, but really want that edge.  [26:30] Just being curious about human behavior is all you need because they are going to provide the rest. It doesn’t matter what industry you are in.  [28:22] They are building the program knowing that it is going to be responsive.  [30:46] The program will be starting with two classes in Fall 2020.  [33:01] If you happen to find a course you are excited about but not quite ready for the full certificate, you can test it out and just take a class you think sounds interesting. We wanted to make this accessible to everyone to get what they need; where, when, and how they need it. [35:03] This is intended to evolve with our learners. We plan to add more electives that are specific for certain industries and disciplines. This program is for people like you looking to get that edge in business. [35:46] The program is all online so wherever you are in the world you can have the same access as someone in College Station. [37:12] I hope to see many of you in class this fall and beyond! Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  Important Links: Texas A&M Human Behavior Lab Certificate Program - learn more and enroll! Inside the Texas A&M Human Behavior Lab Will Leach Interview Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube More from The Brainy Business: Master Your Mindset Mini-Course BE Thoughtful Revolution - use code BRAINY to save 10% Melina’s John Mayer Pandora Station! Listen to what she listens to while working

Author Will Leach returns to The Marketing Book Podcast for a special episode of "Authors in Quarantine Getting Cocktails." Previously on The Marketing Book Podcast to discuss his book, Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing, marketing and behavioral design visionary and entrepreneur Will Leach joins the (hopefully) limited time series, Authors in Quarantine Getting Cocktails to talk about being quarantined in Dallas, Texas, vodka sangrias, his new business based on his book, why serving in the U.S. Army has made him never want to go camping again, why marketing to mindstates dramatically reduces the fog of marketing war, his planned family road trip to the American west, and much much more!  Cheers! Click here for the show notes... https://www.salesartillery.com/authors-quarantine-cocktails/will-leach

Today, I am very excited to introduce you to Brian Ahearn, one of only 20 trainers certified by Robert Cialdini to teach on his behalf in his methods of influence. There are episodes of the podcast on reciprocity and social proof which are concepts featuring some famous studies by Cialdini, which have changed the way we communicate and persuade. In our conversation today, Brian will tell you about his book Influence PEOPLE (for which PEOPLE Is an important acronym). We also discussed a serendipitous moment from about 30 minutes into our pre-call conversation... Brian is a wealth of knowledge and a fantastic guy. There are links to connect with him in the show notes and to check out his book Influence PEOPLE, which is definitely worth the read. Listen up for the Post-It Note study - it will blow your mind! Show Notes: [02:04] In our conversation today, Brian will tell you about his book Influence PEOPLE (for which PEOPLE Is an important acronym). [03:34] Brian’s main focus over the last two decades has been working with salespeople, but he also works with business leaders, business coaches, and attorneys.  [03:47] Brian’s strength is the application of the psychology of persuasion.   [04:18] There are only 20 people (including Brian) who are certified around the world to teach the Cialdini method.  [07:34] Cialdini was so excited as they shared how they were taking his life’s work and using it to better their organization, selves, and relationships. [09:20] The book Influence PEOPLE was created to help people apply this research.  [10:16] The book offers very practical examples in short chapters to help readers put the research into action.  [11:48] Brian shares a story from the book about a friend named Jim. [12:48] In an email if you reply to the entire group you can often put enough pressure on the members to encourage them to complete a task quickly.   [14:48] When using this example you can be general without specifically naming the person you are waiting on.   [17:14] Brian really works with people to get them to a point where they feel like they can totally run on their own.   [18:08] “There is nothing high or low, but comparing makes it so.” [20:01] The PEOPLE acronym stands for Powerful Everyday Opportunities to Persuade, that are Lasting and Ethical.  [20:23] It is powerful because it is backed up by research and it is an everyday skill.   [21:17] When Briain talks about persuasion he doesn’t mean only changing hearts and minds, he also means changing behavior.   [22:15] If it is done right, sometimes it can lead to lasting change.   [22:21] It all has to be done with an ethical framework.  [22:51] Brian shares about the Post-It Note Nudge.  [24:10] Using a sticky note will probably get a lot more people to do what you are asking them to do and has many other benefits.  [26:56] Brian shares a story about a community that added a sticky note on an info flyer about a bond issue.   [28:46] The moment when we need to use these tools most is when our brains are most likely to be overwhelmed. Our subconscious is likely to take over and we are going to revert to what has worked or we have done in the past.   [29:25] Always stop and re-read an email before you send it.  Ask yourself, “Is there anywhere I could be more persuasive?”  [31:01] Ending on a question is so important and it increases response rates.  [32:06] Brian learned that if he asked one question at the end of the email, people would often come back with longer, more thorough responses and it increased his personal brand.   [34:21] People do business with people they like and want to be associated with. [36:45] Melina always ends really important emails with a question and she has seen it boost response rates.   [39:39] Brian shares the story about the photocopy shop and how we are so conditioned by the word “because” as we grow up. [40:41] If you need someone to do something, ask them, say “because” and give them a reason.  Also, don’t ask on the drop-dead date.  [44:52] The Post-it note is able to cut through the subconscious filter and draws attention to something being different [46:05] Next week, in episode 105 we are going to be talking about subscription models, different businesses that apply them, and how to be thinking about them in your business.   Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube More from The Brainy Business: Master Your Mindset Mini-Course Brainy Mindset Course - use code BRAINY to save 10% BE Thoughtful Revolution - use code BRAINY to save 10% The 10 Behavioral Economics Concepts You Need To Know (and how to apply them) ebook Connect with Brian: Brian on LinkedIn Brian on Twitter Influence People Website Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical Articles and Past Episodes: Influence At Work Copy That Pops Laura Petersen on Facebook Laura on Twitter Laura on LinkedIn Laura on Instagram 23. Reciprocity: Give A Little, Get A Lot: A Behavioral Economics Foundations Episode 87. Social Proof: How to Use Herding to Boost Engagement and Sales 96. How to Make it Easy to Do Business With You With Nikki Rausch 101. Dan Ariely Interview: Discussing Shapa, the Numberless Scale 88. Marketing to Mindstates: A Discussion With Author, Will Leach 72. Friction – What It Is And How To Reduce It, with Roger Dooley 78. How to Become Indistractible, Interview With Author Nir Eyal

Financial brands tend to try to appeal to logic in their marketing.  I get it, money is a huge practical concern, so it makes sense. But in reality, there is nothing more emotional. If your marketing doesn’t consider that, then you need to learn more about mindstates. And there’s no better teacher than my latest guest, Will Leach, CEO of TriggerPoint Design, a behavioral research and design consultancy.  His book, “Marketing to Mindstates,” lays out the case for why you need to apply behavior design to research and marketing if you want to thrive in today’s complex world.  Will went over: -Why today’s marketing landscape is all about context -How mindstates have shifted under COVID-19 -How financial brands can directly employ mindstates in their strategy You can find this interview, and many more, by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

In this episode of the ROI Online Podcast, host Steve Brown interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group.  Will's background is diverse; he performed poorly as a student and was a military man before transitioning to a career in economics, focusing on future prediction.  From there, he went to Azusa Business School and studied market research.  While working in marketing, he began to draw connections between market research and behavioral psychology.   Ultimately, Will found that rational economics, the standard tool in market research, missed a crucial component of effective marketing strategy.  It held that no change in the environment should mean no change in a population's consumer patterns; however, it failed to reckon with the emotional aspect of the consumers.  In reality, consumers are shaped by emotional reactions, which is why appealing to such things as the scarcity effect and goal theory makes marketing more effective. Given these realities, those marketing goods and services to consumers need to understand the customer's higher-order goal.  Discerning this goal can take time, is often discovered by intuition, and can be determined through a process called laddering.  Appealing to a higher-order goal helps a marketer to build trust, empathy, and relationships.  In Will's own work, he markets to mindstates rather than people, allowing himself to honor the complexities of real people.  His science-backed methods have proved enormously fruitful for him, and he is especially passionate about helping small businesses develop a consistent marketing strategy, and about helping entrepreneurs see that they can implement the marketing techniques he's shared without a significant financial commitment.   Learn more about Will Leach on LinkedIn and Twitter, and at marketingtomindstates.com.Read his book, Marketing to Mindstates.Visit mindstategroup.com to learn more about Mindstate Group Read Steve Brown's book, The Golden Toilet.Thinking of starting your own podcast? Buzzsprout's secure and reliable posting allows you to publish podcasts online. It also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)

I am very excited to introduce you to Dr. Sudy Majd, a behavioral scientist applying concepts from behavioral economics in business. Sudy has always been interested in how people behave. Right out of college, she worked for a consulting firm that enabled her to travel all over the world to study consumer behavior. She then got a PhD in Psychology at Columbia where she focused on consumer decision making. She is now a consultant and on the advisory board of startup Candid™. In today’s episode, we talk about a couple of specific projects she did on behalf of Candid™, a company that helps people straighten their teeth with clear aligners without ever having to go into an office. Sudy has been bringing behavioral science out of the lab and academia, and testing things within a real business. She shares how applying behavioral economics principles in a real business setting had unexpected results, and she discovered that the business questions were more complex than she realized. This is that concept of “finding the right answer to the wrong question” you hear me talk about on the show often, and the value of “questionstorming” – which I teach to many of my clients and with the group of members in the BE Thoughtful Revolution.  CLICK HERE FOR YOUR FREE DOWNLOAD! Show Notes: [02:23] Dr. Sudy Majd has been interested in how people behave for most of her career. Right out of college, She worked for a consulting firm that enabled her to travel all over the world and observe how people behave to make recommendations to increase sales. [03:03] She then got a PhD in Psychology at Columbia where she focused on consumer decision making. [03:16] This gave her insight into why people make decisions and how to influence those decisions. [03:27] She then started working at tech startup Candid™. She also works with other clients to help incorporate behavioral science into their businesses. [04:08] Sudy shares a story of how consumer behavior ended up being different than she expected it to be. [05:02] Many Candid™ customers didn't return their kits with impressions and photos, so that wouldn't result in a sale. [05:43] They added cards that incorporated behavioral science into the copy, and the return rate became worse (hindsight helps, I offer up a reason it may not have been successful). [07:45] Humans have a lot of conflicting things going on in their lives, one card wasn't enough to push them over the edge. [09:21] They decided to identify psychological traits of customers who were and weren't returning their kits. [10:52] They implemented feedback loops with penalties or rewards. This was a different way of framing the message with loss aversion and incentives. This also included nudging, time discounting, and herding (links to past episodes below).  [12:05] The penalty framing worked the best. These customers converted worse but were cheaper to acquire. [14:19] Marketing is to get people interested enough to take the next step. [16:30] They always incorporated customer feedback to figure out why something was happening. [18:17] Have the user see themselves in your brand and use their language to describe the product. [21:18] Sudy thinks the future of behavioral science is testing it in actual businesses. She loves discovering how the physical design of retail spaces influence how people behave. [22:41] She would also like to incorporate behavioral science theories into big data applications. [26:25] Having something that doesn't work teaches you as much as something that does work. [29:17] Testing is key to the growth and success of any business. Keep trying and improving. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.   Links and Resources: Melina@TheBrainyBusiness.com The Brainy Business on Facebook The Brainy Business on Twitter The Brainy Business on Instagram Candid™ Sudy Majd, PhD on LinkedIn 51. Time Discounting: The I’ll Start Monday Effect – My Favorite Concept!: A Behavioral Economics Foundations Episode 16. Framing: How You Say Things Matter More Than What You’re Saying: A Behavioral Economics Foundations Episode 9. Loss Aversion: Why Getting New Stuff Is Not The Same: A Behavioral Economics Foundations Episode 18. Priming: Why You Should Never Have A Difficult Conversation With Someone Holding An Iced Coffee: A Behavioral Economics Foundations Episode 19. Herding: Come On And Listen…Everyone Else Is Doing It: A Behavioral Economics Foundations Episode 36. Incentives – The “N” In NUDGES: A Behavioral Economics Foundations Episode: A Behavioral Economics Foundations Episode 63. How To Set Up Your Own Experiments 87. Social Proof: How to Use Herding to Boost Engagement and Sales 88. Marketing to Mindstates: A Discussion With Author, Will Leach 4. Questions or Answers Join the BE Thoughtful Revolution  Forget Brainstorming, Try Questionstorming (Inc Article by Melina)

In today’s episode, I will talk to Will Leach who is the CEO and Founder of Mindstate Group, a Best-Selling Author of Marketing to Mindstates: A Practical Guide to Applying Behavioral Design to Research and Marketing, and a two time winner of the EXPLOR Award for Behavioral Science Innovation. Technology has allowed people and businesses to do marketing for free, and because of this, consumers have been inundated with so much marketing campaigns. Will shares how to bring the message across differently by using four simple steps that will drive customers’ purchasing behaviors and achieve a bigger marketing edge. *Get all my best tools, templates, guides HERE* - (http://www.luisryan.com/book)   * Partner with me here* - (http://dominatewithluis.com/)   *JOIN THE FACEBOOK GROUP!* - (https://www.facebook.com/groups/pdvip) In this episode: Understanding the minds of customers in their decision-making process The four steps that you need to use to optimize behavioral marketing for your business Finding the higher order goal of consumers so that your brand can sell to that emotional part of their goal. In Will’s book, it lists nine motivations that drive the vast majority of all behaviors, but in this episode, he touches on the top three that always comes up.  Two types of “Approach” that will interplay with motivation and how you can use these to reframe visuals and branding    Triggers or emotional arousals that will tap consumers to make emotional decisions, what are these? Resources: https://www.amazon.com/Marketing-Mindstates-Practical-Applying-Behavior/dp/1544512406 (https://www.amazon.com/Marketing-Mindstates-Practical-Applying-Behavior/dp/1544512406) marketingtomindstates.com Connect with:  Website - http://www.will-leach.com (http://www.will-leach.com) Twitter - @trigger_pointer Facebook - https://www.facebook.com/MMindstates/ (https://www.facebook.com/MMindstates/) Instagram -  https://www.instagram.com/marketingtomindstates/ (https://www.instagram.com/marketingtomindstates/) Connect with Luis: Website - http://www.luisryan.com (http://www.luisryan.com) Instagram - https://www.instagram.com/luisryandiaz/ (https://www.instagram.com/luisryandiaz/?hl=en) Facebook Group - https://www.facebook.com/groups/pdvip (https://www.facebook.com/groups/pdvip) / Facebook - https://www.facebook.com/luisryan4 (https://www.facebook.com/luisryan4) This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

Will Leach is the founder of TriggerPoint Design, a leading behavior research and design consultancy specializing in using behavioural economics and decision design to drive consumer decision-making. He is a behavior design instructor at the Cox School of Business at Southern Methodist University and has more than twenty years of behavior insights experience working with Fortune 50 companies to solve their most important behavior challenges. Will is the only two-time winner of the EXPLOR Award for his work in behavior design and is known as America’s foremost authority in applying behavioural science to marketing.

Companies are getting more savvy about using behavioral economics not only to sell products, but to help consumers make better choices. Will Leach has taken the concepts of behavioral economics and social sciences to the next level with his book Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing. I am very excited to talk with him today. He is the founder of the behavioral consultancy TriggerPoint. Previous to starting his business, Will led behavioral science methods at PepsiCo, and he has won numerous awards for his innovative work in behavioral economics. When reading Will’s book, I knew within the first few pages that he needed to come on the podcast. This is even before I realized that he got his master’s from Texas A&M University (I talked about the Texas A&M Human Behavior Lab in episode 33 where I interviewed Dr. Marco Palma.) Will and I had a lot of fun talking about the lab and team down there before we jumped into the interview. Will was at A&M before the lab was built, but we have both seen it in person thanks to Dr. Palma.  Will does such a great job of breaking down a really complex area of marketing into a formula that any business can follow – from global corporations like PepsiCo to small businesses. One area I know non-marketers (and even many marketing teams to be honest) struggle with is determining their target market and really narrowing it down and then knowing how to properly communicate with them. Will and I talk about his and the concept of the 18 different mindstates and nine motivations. He also shares his step by step process to help you determine which is the best for your company. This is an innovative and mind opening interview. Show Notes: [03:46] For Will, behavioral economics was the classic “I didn't know it existed until I stumbled upon it.” [03:56] Will joined the military right out of high school. He then studied classical economics. [04:16] He discovered marketing research through a graduate program and fell in love with it. It wasn't just looking at economics, it was looking at why people do what they do. [04:39] While working at PepsiCo, he discovered behavioral economics and behavioral science. In 2009, PepsiCo invested $20 million in a laboratory to study the neurological impacts of messaging. [05:08] Will was lucky enough to get to run behavioral science experiments, and he loved it so much he started his own business and wrote a book about it. [05:55] His favorite project was working on a brand new snack. It was a healthy baked hummus chip. The brand called Wicked Crisps was designed using purely behavioral sciences. The target market was the owner's daughter (or millennial moms). Will helped design the name, logo, tagline, bag, and website. Behavioral science was behind everything that they designed from fonts to benefits. [11:58] Will studied economics. He didn't want to just talk about theory. He wanted a practical book.  [13:02] He conveys specific models through story.  [14:01] He also dug into motivational psychology and goal theory. He looked at all six social sciences and found patterns. [16:25] Will thinks of mindstates as moments in time when we are being influenced. We aren't always consistent with our beliefs and attitudes. Our environment changes us. [18:20] His book is about moments in time and why a certain archetype may behave outside of the norm for them. Applying mindstates can help understand beliefs and values and impacts of the environment on these moments.  [20:57] Companies now look at how to help customers make better choices. Making their whole life better gives the company permission to sell them more. Brands are getting smarting and taking a holistic approach. [24:46] Will is the most excited about the idea of getting the mindstates out for everyone to use. They want to get more and more people to understand that there is science behind our decisions. There are also emotions around our decisions and just understanding a few small rules is a huge benefit. [25:57] We can sell more with behavioral economics. We can also reduce anxiety levels and create a better society.  [26:30] Will is getting more excited about the education side and using these concepts to help understand and overcome biases. [27:02] He uses goal theory to help understand what people are trying to accomplish. Helping people reach their goals can create a better society. [29:39] The nine motivations are achievement, autonomy, belonging, competence, empowerment, engagement, esteem, nurturance, and security. Then find optimistic and cautious examples. [30:28]  When guys are asked why they want to lose weight and get healthy the answer is usually so they can walk their daughter down the wedding aisle. [31:20] One reason why a dad would want to do this is nurturance. So a goal is “walk my daughter down the aisle” and the motivation is “nurturance.” [32:09] Promotion (or using an optimistic lens) is seeking to maximize losing weight. It's about maximizing gains. [32:45] A prevention lens focuses on eliminating doing bad things. [33:10] These details matter when you frame your benefits. They are either using cautious nurturance or maximizing nurturance.  [36:36] Be clear and stand for one thing. Take a stand and own it, and you will benefit tremendously. [38:33] The Hero and the Outlaw does a good law job of outlining archetypes. The BE Thoughtful Revolution membership group is live! Use the code LAUNCH to lock in your rate and save 60% (ends March 1, 2020). Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  Links and Resources: Melina@TheBrainyBusiness.com The Brainy Business on Facebook The Brainy Business on Twitter The Brainy Business on Instagram Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing 33. Inside the Texas A&M Human Behavior Lab 43. A Guide for You to Create a Brainy Brand 61. Color Theory: When It Comes To Color, This 1 Thing Matters More Than Anything Else 78. How to Become Indistractible, Interview With Author Nir Eyal 75. The Littery – Interview with CEO Michael Manniche 16. Framing: How You Say Things Matter More Than What You’re Saying: A Behavioral Economics Foundations Episode 86. Peloton: A Behavioral Economics Analysis StoryBrand The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes @Trigger_pointer on Twitter Marketing to Mindstates on Facebook Marketing to Mindstates on Instagram William Leach on LinkedIn Marketing to Mindstates on Twitter TriggerPoint Will Leach BE Thoughtful Revolution Membership Group Wicked Crisps The Seven Basic Plots: Why We Tell Stories E. Tory Higgins

Join me for this week’s Podcast on How To Apply Behavioral Design to Persuasion.  We will discuss the two simple psychological shifts that will increase your ability to influence.  Discover  how to get your prospect in the right “MindState” that will open the doors to persuasion. I also interview Will Leach, who wrote : Marketing to Mindstates.”   He said: If you're a salesperson, you can likely attest to the fact that selling is more difficult today than it's ever been. Landing that meeting with a prospect is nearly impossible because we're all dealing with endless distractions and overtaxed schedules. And when you do land that meeting, you must often overcome their psychological feelings of choice overload and aversion to making the wrong choice. To put it simply, we (and prospective buyers) are overwhelmed. These twin forces — choice overload and loss aversion — can paralyze our prospects from making decisions, which can cause us to lose time and sales. Check out Will's Book:  "Marketing to Mindstates - the Practical Guide to Applying Behavioral Design to Research and Marketing" and his website: www.Triggerpointdesign.com  

Will Leach is the founder of TriggerPoint, a leading behavioral research and design consultancy specializing in Mindstate Marketing. With over 25 years of behavioral insights experience, Will is also a behavioral design instructor at the Cox School of Business BLC at Southern Methodist University and the CEO of the Mindstate Group, a company that teaches how to apply behavioral design to marketing and innovation. In this episode, Will explains what marketers need to understand in order to truly get into the minds of customers and understand their decision-making process. Listen in to gain key insights from his book, Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing, and learn how you too can use behavioral psychology to optimize marketing for your business. You can find show notes and more information by clicking here: https://bit.ly/30njJi1 

Welcome to this special edition of Intellicast. In this three-part series in association with The Future of Insights Summit at UGA, we will be interviewing several of this year’s speakers to get you ready for the summit coming up on December 5-6, 2019. In part 1 of this series, we are joined by two special guests. First, we have UGA MMR Board Member and Founder of MMR Live, Tricia Houston. The guys discuss how Tricia got her start in market research, what led her to start MMR Live, and the approach they are taking to research. They also discuss her involvement with the MMR program at the University of Georgia, including her position on the board and her participation with the steering committee. Tricia then gives the guys a high-level preview of what to expect at the Future of Insights Summit. Don’t think we forgot the fun stuff! After the preview, Brian and Adam have some fun getting to know Tricia more, including some of her recent music choices, a new research rant, and a new Mount Rushmore (honestly, we can’t believe we haven’t done this one before!) on video games! In the second half of the episode, Will Leach, author of Marketing to Mindsets and CEO of TriggerPoint Design joins us. The guys discuss how Will got involved in market research, and how it led him to start TriggerPoint Design. Will then gives the guys a preview of what he will be talking about at the Future of Insights Summit in Athens. Then, Adam and Brian have some fun with Will. He gives a great research rant you don’t want to miss. They then get into Intellicast’s 4 P’s, including the last three songs Will’s listened to, a great book recommendation, and what has to be the most interesting unusual fact about a person we have had on the podcast. All we’ll say is that it involved a protection detail. To learn more about Tricia Houston and MMR Live, visit their website (https://www.mmr-live.com/), or connect with her on LinkedIn (https://www.linkedin.com/in/patriciabhouston) or Twitter at .@TriciaBHouston. To learn more about Will Leach, visit his website (https://www.will-leach.com/) or connect with him on LinkedIn (https://www.linkedin.com/in/william-leach-b5b80425/) or on Twitter at .@MMindstates. You can learn more about Will’s company, TriggerPoint Design by visiting their website (https://www.triggerpointdesign.com/). The Future of Insights Summit at the University of Georgia is December 5-6. You can learn more about the summit and register by visiting their website (https://www.futureofinsights.com/). We hope to see you there!

Welcome to the Process Hacker News, your weekly roundup of useful news and updates from Process Hackers who have been guests on Hack the Process with M. David Green. This week we’ve got sabotage, inclusivity, transformation, and more. For all the links, check out the show notes: https://www.hacktheprocess.com/sabotage-inclusivity-transformation-and-more-in-process-hacker-news/ Enjoy! Events Enroll for Designing Strategy from IDEO U, a limited-time course that will help enrollees build human-centered and business-focused approaches for teams, organizations or companies. The course is taught by Roger L. Martin and Jennifer Riel, and runs from September 26 to November 3. Come attend the 2019 PMI Silicon Valley Annual Symposium from October 14 to 15, where speakers such as Kimberly Wiefling will cover the topic of digital transformation and its impact on business and project management. Leading the Product is a product management conference set to happen in Melbourne, Australia on October 17 and in Sydney on October 22. Rich Mironov will be hosting the event. Media Rent the Runway, a designer clothing rental company where Hampton Catlin is VP of Engineering, was recently featured on the Today Show. The Enterprise Podcast Network talks with Kami Anderson and Joy Wiggins about how women can go from sabotage to support and how to improve conditions and reduce bias in the workplace. Find out more about brand positioning and how to differentiate your business from others by tuning in to April Dunford‘s episode of the Live in the Feast Podcast. Safi Bahcall returns to the Tim Ferriss show to discuss hypnosis, conquering insomnia, and his thoughts on depression. Writing If you want to capture user and customer experience, you can build a website using behavioral design. The latest Hack the Process guest, Will Leach can teach you how in his Forbes article. On Associations Now, Kristin Clarke lists a few world-changing books, including Success is in Your Sphere by Zvi Band and Connected Strategy by Christian Terwiesch. Shackled, by Adam Siddiq, has received another award, this time from the Readers’ Favorite Book Reviews and Award Contest under the non-fiction category. Congratulations, Adam! Recommended Resources Evolve 2019 is coming to Long Beach, California from October 18 to 20. Dr. Shefali Tsabary, whom Heather Chauvin recommended, will be leading this four-day summit of meditation and connection. Join Chris Coyier and other experienced speakers at Artifact in Austin, Texas from September 30 to October 2 to learn about design systems, lean approaches, accessibility, and inclusivity. Chris Coyier was mentioned by Jina Anne during her Hack the Process interview. Thanks for checking out this Process Hacker News update from Hack the Process. If you liked what you saw, please leave a comment to let us know what processes you’re hacking.

Are you sometimes surprised by how your customers respond to your marketing efforts? Will Leach's new book, Marketing to Mindstates, may provide insight into how behavioral design can help you craft a message that speaks to the mindstate of your target audience. In this episode of Hack the Process, Will tells us how he applied his own concepts when editing his book, what behavioral design can teach companies like Nike and Capital One about their current customers, and why our unconscious associations have such an impact on the choices we make. For all the links, check out the show notes: https://www.hacktheprocess.com/will-leach-helps-you-understand-your-customers-mindstate-on-hack-the-process-podcast/ Enjoy!

Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing by Will Leach Click here to view the show notes! https://www.salesartillery.com/marketing-book-podcast/marketing-to-mindstates-will-leach Your nonconscious mind will filter out more than 99 percent of marketing you "see" today. Traditional marketing simply doesn't work in today's complex world. To reach today's customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors--a process called Behavior Design. In Marketing to Mindstates, Will Leach, founder of TriggerPoint Design, a leading behavior research and design consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement. With this book, researchers and marketers will finally have a practical guide to creating behaviorally designed marketing that psychologically breaks through your customers' nonconscious to drive new behaviors and top line growth.

You’d have to be pretty stone cold not to miss Austin as soon as you got to the city limits. That’s how Priscilla, Ashley and Emma felt when IIeX North America was over. Hosted by GreenBook, IIeX is all about new ideas, new approaches and new connections in market research and insights. In addition to co-chairing the event with our pal Will Leach, teaching a master class, and doing her part to Keep Austin Weird, Priscilla and the Little Bird crew attended amazing lectures, hit the pavement for Bird on the Street podcast interviews, and critically evaluated every scenario so that they could bestow upon four lone stars the (completely fictional) Little Bird Awards. Those sessions herein are compiled for your listening pleasure. Tune in to hear from IIeX staff, attendees and presenters. Including:Colleen Kennedy - Director of Marketing at GreenBookSasha McCune - Director at Conifer ResearchTim Lawton - Co-founder at SightX Jackie Anderson - Growth Strategist at ScaleHouseMark Macellaio - Vice President of Sales at FuelCycleShelly Bouren - Research Manager with the Detroit Pistons Anne Brown - CEO of Gazelle Global Research ServicesEmma Borochoff - Marketing Director at Remesh Inc.Other important links:IMD - https://www.insights-marketing.org/Scott Andrew James, Typewriter Poet https://www.scottandrewjames.com/WIRe - https://www.womeninresearch.org/Like what you hear? Let us know! Subscribe, rate and review Ponderings from the Perch on iTunes. Learn more about your ad choices. Visit megaphone.fm/adchoices

Will Leach is the founder of TriggerPoint Design, a leading behavior research and design consultancy specializing in using behavior economics and decision design to drive consumer decision making. He is a behavior design instructor at the Cox School of Business at Southern Methodist University and has more than twenty years of behavior insights experience working with Fortune 50 companies to solve their most important behavior challenges. Will is the only two-time winner of the EXPLOR Award for his work in behavior design and is known as America's foremost authority in applying behavior science to marketing.   Connect Linkedin – https://www.linkedin.com/in/william-leach-b5b80425 Twitter – https://twitter.com/MMindstates Facebook – https://www.facebook.com/MMindstates/  Instagram – https://www.instagram.com/marketingtomindstates/ Website – https://www.will-leach.com/ Website – https://www.triggerpointdesign.com/    People Mentioned Bill Murray   Resources Calm – https://www.calm.com/   Books Marketing to Mindstates by Will Leach: https://amzn.to/2FNkvN8 Predictably Irrational by Dr. Dan Ariely: https://amzn.to/2msiby6 The Tao of Bill Murray by Gavin Edwards and R. Sikoryak: https://amzn.to/2cQk2N2  

“It can be easy to forget the motivation that ultimately all we’re here to do is to help people. And we help people by connecting supply and demand, as new opportunities emerge. So we work hard to fight against that. To remind everybody, every day: This is what we’re here to do. We’re here to help folks.”  It’s impossible to overstate the impact that GreenBook Executive Director Leonard “Lenny” Murphy has had on the world of market research. In this episode, Priscilla talks to Lenny about some of the experiences that shaped his path, and the most exciting new developments in GreenBook and IIeX. One of those developments is the upcoming IIeX from April 23-25, which will be held in Austin for the first time ever. Leonard and Priscilla talk about what prompted the move, and hatch a plan to “Keep Austin Weird” during the event which is co-chaired by Priscilla and Will Leach. Leonard discusses the vital role that content plays for GreenBook, how the agency shifted from a directory to a content creator, and eventually to a wide-scale content curator. He and Priscilla also talk about exciting new tech implementations, process innovation (Savio and Veriglif), and the validity of DIY market research. Other topics include secret office codewords, wig-wearing birthday rules, comic books and Stranger Things. Check out the full episode for more! Click here to read posts by Leonard on GreenBook Blog Like what you hear? Let us know! Subscribe, rate and review Ponderings from the Perch on iTunes. About our sponsor: IIeX North America is on April 23rd-25th in Austin, TX! Brought to you by GreenBook, this event is all about new ideas, new approaches and new connections in market research and insights. Join the brightest and boldest minds in market research, all under one roof. Register with the promo code LITTLEBIRD to save 20%! Learn more about your ad choices. Visit megaphone.fm/adchoices

EP 45: Marketing to Mind States with Will Leach In episode 45 of the Lion’s Share Marketing Podcast, we’re joined by Will Leach, the author of Marketing to Mind States and founder of Trigger Point, a leading behavioral research and design consultancy. Tyler and Will discuss the ins and outs of behavioral research and how marketing leaders can use human behavior models to frame their campaigns. After getting into his background and the inspiration for his book, Will dives into the basics of decision-making and what that means for marketers. He states that people make about 75,000 decisions every day, and most of those decisions are made on an unconscious level. People say that we’re emotional creatures, and behavioral research provides the science to back that up. Understanding how people make decisions is crucial to determining how to frame your marketing strategy, and Will explains that mind states are the key to this understanding. A mind state, as Will describes, is a state of heightened emotional arousal that makes a person significantly more susceptible to influence. He gives the example of healthy eating, saying that most people say they want to eat healthy, but their food buying decisions do not always reflect that desire. Instead, there are multiple factors that can influence a person’s mind state as they choose which food to buy and eat. Will goes more into depth with this, laying out his new behavioral model and the four factors that most influence a person’s decisions. Then, he shares his insights on the future of behavioral research in marketing, gives tips to marketing leaders on where to begin, and talks about his writing process. Finally, he leaves listeners with the advice to put more emphasis on triggers, or calls to action, in marketing campaigns. Since people are so emotional, a little can go a long way with simply telling customers to buy something. Join Tyler, Jen, and Will in this discussion on behavioral research and marketing. Time Stamps 00:00 - Intro 01:01 - What’s in the News | Instagram Adds Alt Text 02:40 - Featured Guest | Will Leach 02:59 - Will’s Background 05:33 - Behavioral Research’s Effect on Marketing Campaigns 07:18 - Marketing to Mind States 09:12 - What is a Mind State? 11:24 - New Behavioral Change Model 17:29 - Future of Behavioral Research 19:46 - How to Start Integrating Behavioral Research into Marketing 22:55 - Tips for Writing Your Own Book 25:40 - Key Takeaway 28:06 - Outro Featured Guest | Will Leach LinkedIn   Fidelitas Development:  https://fidelitasdevelopment.com/   Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Will Leach is a marketer, econometrician and author whose recent book, Marketing to Mindstates, captured our attention before it was even published. His clever, behaviorally-focused marketing messages were provocative and we were excited to have him as a guest.  Will’s book focuses on 4 key mind states: Activating a goal, priming the need, framing the choice and triggering the behavior. The book was written as a practical guide for marketers looking to integrate behavioral sciences into their work. To lay the foundation for the book, Will relied on his experience at the PepsiCo SMART lab. There, they tested prices, planograms, promotional messages and packaging on real-life consumers in a simulated shopping experience. There his curiosity was peaked about why people do what they do. He discovered gold in books like Predictably Irrational by Dan Ariely, and in Tory Higgins and Heidi Grant Halverson’s book on regulatory fit, Focus. (Both are recommended reading!) In his years following PepsiCo, Will has taken on some very cool clients and introduced us to Phil Kusak, the founder of Wicked Crisps. Will and Phil worked on the development, branding and marketing of a healthy snack food targeted at Millennial Mom’s leveraging the regulatory fit model. Will was struck by Phil’s caring approach to the people in his organization by modifying machines at Wicked Crisps to accommodate the special physical needs of his employees. We were pleased to be introduced to Phil’s work, as well, and hope you support his wonderful work. Before we signed off, Will shared three tips with us: 1. Set goals. It’s important that our first step be to actually set and own the goal.  2. Manage regulatory fit. Will reminded us of the importance of making decisions frictionless.  3., Use behavioral triggers. Together, these tips help tell the mind what to do and when to do it. Our musical discussion had a very eclectic mix to it. We talked about how Will grew up with the sounds of Motown – Aretha Franklin and Bill Withers and he even uses the song Lovely Day as a prime for getting up in the morning. But once he moved to Texas, he realized that the prettiest girls listened to George Strait, Pat Green, and Robert Earl Keen. It always starts with a girl! In our grooving session, we discussed the importance of the ethical application of these tools. The application of regulatory fit and the use of behavioral triggers can be very powerful, and we recommend careful consideration before implementing them.

“The science is just sitting out there in academia.” That’s why consultant, educator, and author Will Leach decided to package it up in a revolutionary new book. Marketing to Mindstates is about looking beyond traditional market research by understanding and appealing to your audience when they’re in the optimal mindstate. We unpacked this concept and more this week on the On Brand podcast. About Will Leach Will Leach is the founder of TriggerPoint, a leading Behavioral Research and Design consultancy specializing in System 1 marketing. Simply put, TriggerPoint helps today’s largest brands understand and change consumer and employee behavior through Behavioral Research and Design. Will has over 20 years of behavioral insights experience and is a behavioral design instructor at the Cox School of Business BLC at Southern Methodist University. Will is the author of Marketing to MindStates: a Practical Field Guide to Applying Behavioral Design to Marketing and is also the only 2-time winner of the EXPLOR Award for behavioral science research innovation. Episode Highlights Why behavioral research? Why now? “Technology makes connecting with customers easier than ever before. But what does this mean from a psychological perspective?” Especially when our brains are trained to filter out messages? How can your brand stand out? “By creating saliency. That’s when something is fluid and easy to understand.” Will shared how we make 35,000 decisions every day. A vast majority of these are unconscious. “The number-one decision you make every day is not to decide.” Will shared four scientific steps for creating saliency with your brand. What is a mindstate? “They’re moments of high emotional arousal. You’re in a hot state. This is what’s called System 1 processing.” What about the interplay between academia and real-world consulting? As an educator and strategist myself, I was eager to ask Will this burning question. “What business is good at is doing (or performing) ‘whats.’ Academia is good at understanding the ‘why’ behind something.” Together it’s a potent combination. What brand has made Will smile recently? As a parent, Will has been noticing kids’ brands more and more. That’s why he loves Lego and Marvel. “They allow me as a parent to connect and relate with my son in a way I wouldn’t be able to otherwise.” To learn more, go to marketingtomindstates.com. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my new book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

This Thanksgiving week, Melanie interviews her husband, Will Leach and they discuss his new book, "Marketing to Mindstates" and how his faith helps him in his daily walk and in his business. 

Do people making purchasing decisions based on great advertising or is it much deeper than that? In this episode of The Startup Life, we talk to Co-Founder of TriggerPoint, LLC, and author of “Marketing To Mindstates” Will Leach as answers that question and more.  Bio Will Leach is the founder of TriggerPoint, a leading Behavioral Research and Design consultancy specializing in System 1 marketing. Simply put… TriggerPoint helps today's largest brands understand and change consumer behavior through Behavioral Research and Design. Will has over 20 years of behavioral insights experience and is a behavioral design instructor at the Cox School of Business BLC at Southern Methodist University. Will is the author of the bestselling book “Marketing to MindStates: a Practical Field Guide to Applying Behavioral Design to Marketing” and is also a 2-time winner of the EXPLOR Award for behavioral science research innovation. Click here to learn more about TriggerPoint, LLC.  Description of Marketing To Mindstates For marketing to deliver sustainable business growth, it must focus on the one thing that drives it – changing consumer behaviors. Thankfully, the last decade has been a golden age for understanding and designing for lasting behavioral change through the process of Behavioral Design. And thanks to this book, it is now practical and usable for everyone. In Marketing to Mindstates, Will Leach, founder of TriggerPoint, a leading behavioral research, and design consultancy, demystifies this process and how to apply behavioral psychology and behavioral economics to influence people's “mindstates.” Using his Mindstate Behavioral Model, he shows you how to create behaviorally optimized messaging designed to influence consumer behavior and generate real business results. Social Media Twitter: @trigger_pointer Facebook: Marketing To Mindstates Instagram: @marketingtomindstates LinkedIn: William Leach Twitter for Marketing To Mindstates: @MMindstates To purchase Marketing To Mindstates: Available at Amazon, Barnes & Noble, and Will's website.   Follow The Startup Life Podcast Facebook Page Want gear from The Startup Life? Check out our gear! Need great teaching resources? Great resources in our Teaching With Owls store.  

Regular or decaf coffee? Aisle or window seat? Fries or tots…or curly fries? For most of us, these are just a few of the hundreds of decisions we make every day without conducting a cost-benefit analysis. We make these choices intuitively, using some magical portion of our brain/consciousness that’s able to just *snap* make decisions immediately. In this episode, Priscilla talks with Will Leach, founder of Trigger Point Design, a leading behavioral research and design consultancy. Trigger Point helps brands understand how to align their designs with the reality of how people actually make decisions - or, “match marketing toward behavior.” Will is also the author of “Marketing to Mindstates,” a brilliant guide that demystifies these non-conscious filters and illustrates ways to create messages that activate emotional engagement. He and Priscilla discuss the highlights and challenges of authorship, and how the information in the book can be applied to a whole variety of situations. Brought to you by GreenBook, the IIeX conference season has begun and if you haven’t bought tickets to one of these events - you absolutely need to! Join Priscilla on November 28th and 29th in Bangkok for IIeX Asia Pacific. This event has an amazing speaker line-up including thought leaders like Nestle, AirAsia, BBC and Diego. For registration and event details, visit: iiex-ap.insightinnovation.org. Plus, save 20% on registration with the promo code LITTLEBIRD. Remember, things happen first at IIeX. Don't forget to find Ponderings from the Perch on iTunes! The first 5 people that leave us a review and email podcast@littlebirdmarketing.com with a screenshot will receive a copy of Will Leach's book.  Learn more about your ad choices. Visit megaphone.fm/adchoices

Will Leach, the author of Marketing to Mindstates, is an expert in the realm of marketing. He is the founder of TriggerPoint Design and he’s worked with fortune 50 companies to solve their ... The post Marketing to Mindstates: Will Leach appeared first on Author Hour.