Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. Like many pioneers, Zane's ideas were dismissed early on. In 1995, she founded Triggers(R), a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome(R) and Growth Triggers(R), Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients. Today, Triggers' strategies are evident in diverse fields from consumer-packaged goods, health care and insurance to fighting racism and anti-Semitism, showcasing its versatility.

An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term "Covid-stasis" forecasting the pandemic's lasting psychological and behavioral effects. Zane has been published in prestigious publications including Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.

"A masterclass in understanding and leveraging the instinctive mind, this book dismantles traditional notions of consumer behavior and persuasion. Invaluable for CMOs and any leader navigating the future of marketing."--Raja Rajamannar, CMO, Mastercard, and bestselling author of Quantum Marketing

"Zane cracks the code on human decision-making by showing us how to bypass the conscious mind and create a lightning bolt to your business. This is the must-read marketing book of the decade."--Linda Kaplan Thaler, Advertising Hall of Fame, founder of the Kaplan Thaler Group, and bestselling coauthor of The Power of Nice and Grit to Great

"Zane's Growth Triggers(R) approach was instrumental in revolutionizing our brand strategy during my tenure as CMO at Aetna. It not only shaped our brand positioning and messaging but guided our prioritization of investments in customer experience--resulting in significant enhancements in market share and satisfaction levels. Reading Zane's book now underscored the universal applicability of these techniques to foster extraordinary business growth across industries."--David Edelman, professor, Harvard Business School, and former CMO, Aetna

"A groundbreaking work that illuminates the hidden influences that drive our instinctive decisions and the formula for consistent financial success. It's a playbook for success in business and life."--Farnoosh Torabi, host, So Money, and author of A Healthy State of Panic

"A compelling blend of behavioral science and marketing strategy, this book is a must-read for anyone aiming to create lasting business and brand success."--Michael Platt, director, Wharton Neuroscience Initiative, and author of The Leader's Brain

"This is not your average marketing book--it's a brain-bending, rule-breaking manifesto that challenges norms and shifts your perspective on the science of persuasion and influence."--Jonah Berger, professor, Wharton and bestselling author of The Catalyst

"If you enjoyed Blink by Malcolm Gladwell and Daniel Kahneman's Thinking, Fast and Slow, this book is another game-changer that will immediately change how you think and act. Whether you're a start-up founder, growth-oriented CMO, seasoned CEO, or anyone seeking to move your priorities forward, The Power of Instinct will help you unlock the untapped potential of the instinctive mind."--Jim Citrin, leader, Spencer Stuart Board and CEO Practice, and bestselling author of You're in Charge, Now What?