The Next Big Idea Daily
The New Rules of Persuasion in Business and Life
Feb 11, 2025
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.
12:36
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Quick takeaways
- Brands should embody multiple attributes to enhance recognition and foster deeper emotional connections with their audience.
- Ignoring potential customers limits growth opportunities, highlighting the need to attract new clientele for lasting brand success.
Deep dives
The Importance of Brand Versatility
A brand should stand for multiple things rather than just one. This approach expands the brand's presence in consumers' minds, enhancing connections and increasing recognition. For instance, Taylor Swift's successful transition from country to pop illustrates how embracing artistic versatility can significantly broaden an artist's audience. By inviting fans into her life and evolving her musical identity, Swift exemplifies how brands can create deep connections that drive instinctive consumer preference.
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