Will Leach

Will Leach, an expert in behavior design and author, discusses groundbreaking marketing strategies that tap into the non-conscious mind. He reveals how traditional marketing fails in today’s complex landscape and emphasizes behavior design to engage consumers effectively. Will uses the Mindstate Behavioral Model to explain how to create emotional connections that drive purchasing decisions. He also shares intriguing case studies, such as the Sun Chips packaging backlash, highlighting the importance of understanding consumer motivations and subconscious reactions.