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973: Mastering the New Rules of Persuasion with Leslie Zane

How to Be Awesome at Your Job

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Different Minds, Different Markets

Research reveals that the connectome—the network of associations in the brain—of the growth target differs significantly from that of the core customer. The core customer enjoys a diverse range of positive connections, while the growth target lacks beneficial associations and may harbor negative ones. To transform a growth target into a core customer, it is essential to enhance positive associations and diminish negative ones. Understanding that branding is shaped by the associations it maintains is crucial, as choices are influenced more by one's connection map than by conscious decisions. Persuasion is less about convincing and more about tapping into instinctual responses.

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