The Power of Instinct
The New Rules of Persuasion in Business and Life
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Narrated by:
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Kelli Tager
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By:
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Leslie Zane
About this listen
Award-winning Fortune 500 brand consultant and behavioral expert Leslie Zane shatters conventional marketing wisdom, showing listeners how to tap into the hidden brain where instinct prevails, creating a powerful network of connections that drive people to buy your product, company, or vision.
People don’t make decisions with their conscious mind, but on instinct. In The Power of Instinct, marketing consultant and behavioral science expert Leslie Zane shows that to grow a brand, business, or even a social movement, traditional persuasion tactics fall short. Instead, you must connect to the instinctive mind. And to do this, you need to understand the science of consumer choice and employ techniques that work with a person’s brain, not against it.
Zane uncovers the hidden network of connections that dictates the snap decisions we make and cracks the code on how to influence it. With a revolutionary set of rules for expanding the network, Zane shows us how to make any brand, business, political candidate, or idea the dominant instinctive choice. With science as your guide, as well as stories from the world’s most successful brands from McDonald's and Lululemon to the Yankees and Taylor Swift, you'll learn:
- What kind of messages create the greatest amount of positive associations;
- Why finding new customers accelerates growth and relying on existing ones is a trap;
- Why emotional stories are not enough to drive trial and long-term brand loyalty.
Whether you're an entrepreneur, Fortune 500 executive, marketing professional, or job seeker, mastering the power of instinct will help supercharge your growth and make whatever you’re selling the first choice for any audience.
©2024 Leslie Zane (P)2024 PublicAffairsListeners also enjoyed...
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The greatest tool is the hardest to use. Machine learning is the world's most important general-purpose technology—but it's notoriously difficult to launch. Outside Big Tech and a handful of other leading companies, machine learning initiatives routinely fail to deploy, never realizing value. What's missing? A specialized business practice suitable for wide adoption. In The AI Playbook, bestselling author Eric Siegel presents the gold-standard, six-step practice for ushering machine learning projects from conception to deployment.
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Basic book not worth time
- By Kindle Customer on 04-16-24
By: Eric Siegel
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Glad We Met
- The Art and Science of 1:1 Meetings
- By: Dr. Steven G. Rogelberg
- Narrated by: Steven G. Rogelberg
- Length: 6 hrs
- Unabridged
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1:1s are arguably one of the most critical meeting types for the success of team members, managers, coaches, teams, and organizations. The best managers recognize that 1:1s are not an add-on to their role as a manager. Conducting 1:1s successfully are foundational to being a manager. At the same time, these meetings are the core of a direct report's experience and development at work, including how well they engage and attach to their role, perceive the effectiveness of their manager, and envision their future at the organization.
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Narration issues
- By Miike Ramos on 09-29-24
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Sell like a Spy
- The Art of Persuasion from the World of Espionage
- By: Jeremy Hurewitz
- Narrated by: Jeremy Hurewitz
- Length: 6 hrs and 5 mins
- Unabridged
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Tapping into the history of intelligence-gathering and his work with former agents of the CIA, FBI, and other federal departments, Jeremy Hurewitz offers field-tested spycraft strategies and government-agency tactics anyone can use to build relationships, persuade, and sell anything.
By: Jeremy Hurewitz
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Uptime
- A Practical Guide to Personal Productivity and Wellbeing
- By: Laura Mae Martin
- Narrated by: Eleanor Caudill
- Length: 5 hrs and 42 mins
- Unabridged
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Every day, tens of thousands of Google employees, from executives to interns, rely on Laura Mae Martin’s tips and best practices for how to make the most of their time. Now, with Uptime, Laura brings her unique approach to productivity and well-being to anyone who wants to be more effective and experience “calm accomplishment,” whether at work, at school, or in their own personal lives.
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Practical, implementable tips
- By ElphabaJ on 12-29-24
By: Laura Mae Martin
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Never Not Working
- Why the Always-On Culture Is Bad for Business—and How to Fix It
- By: Malissa Clark
- Narrated by: Lauren Pedersen
- Length: 5 hrs and 19 mins
- Unabridged
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Many workers believe that to compete with other top talent they must embrace a culture that rewards long hours and constant connection to work. Businesses and society have encouraged this by endorsing busyness, overwork, and extreme commitment as the most valued traits in workers. But more often it's an implicit contract, a buildup of organizational and cultural norms and the adoption of new technologies that increasingly make it easy to tether people to work. Either way, this workaholic behavior is unhealthy and counterproductive for workers and for organizations. It's time to fight back.
By: Malissa Clark
What listeners say about The Power of Instinct
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- AAM
- 07-08-24
A Must Read!!!
As someone who reads dozens of business books each year, "The Power of Instinct" by Leslie Zane rises to the top of my list. It offers a compelling perspective and valuable insights for marketers and business leaders. Zane's notion of “Brand Connectomes” is elegant and useful, illustrating how brands can connect with consumers on a subconscious level, much like neurons forming human memory. Zane challenges the conventional notions of marketing by showing that it's not just about rational persuasion, but about tapping into the deep-seated instincts that drive decision-making.
What I find particularly useful is how Zane's insights build upon the ideas shared by Byron Sharp in "How Brands Grow." Both authors emphasize the importance of creating mental availability and distinctive brand assets, but Zane takes it a step further by explaining the underlying instinctual processes. Most importantly, Leslie Zane not only provides the “what and why” but also pragmatic approaches to building long-term brand preference.
If you are interested in understanding and influencing consumer behavior, "The Power of Instinct" is a must-read. Leslie’s insights are equally relevant to individuals building their personal brand as they are to businesses.
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