Leslie Zane, a speaker and marketer known for her work in behavioral science and as the founder of Triggers, shares fascinating insights from her book, "The Power of Instinct." She discusses the new rules of persuasion, emphasizing the importance of understanding human instincts over traditional methods. Zane highlights how familiarity can deepen connections during uncertain times and examines the power of brand perception. She also critiques the focus on core customers, advocating for growth triggers to attract new clientele and foster lasting brand memories.