Prioritize Potential Over the Core

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Traditional marketing approaches are outdated, focusing too heavily on core customers while neglecting the instinctive decision-making processes of all consumers. Most marketing rules stem from a bygone era that assumed conscious decision-making; however, it's the instinctive mind that significantly influences choices. Core customers, often satisfied with current offerings, don't provide the insights needed for improvement or growth, as they have limited repurchase potential. For sustainable growth, businesses should redirect their efforts toward prospective customers who hold the key to expanding market opportunities. While nurturing core customers remains essential, prioritizing resources to attract new clientele is crucial to prevent stagnation and maintain a healthy customer base.

Leslie Zane reveals why traditional persuasion tactics often fall short—and offers a new alternative that’s more effective.

— YOU’LL LEARN —

1) Why most attempts at persuasion fall short

2) How to bypass resistance with triggers

3) The unexpected people who will drive your success

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— ABOUT LESLIE —

Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients. Today, Triggers’ strategies are evident in diverse fields from consumer-packaged goods, health care and insurance.

An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term “Covid-stasis” forecasting the pandemic’s lasting psychological and behavioral effects. Zane has been published in prestigious publications including Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.

• Book: The Power of Instinct: The New Rules of Persuasion in Business and Life

• Book site: ThePowerOfInstinctBook.com

• LinkedIn: Leslie Zane

— RESOURCES MENTIONED IN THE SHOW —

• Book: The Measure: A Read with Jenna Pick by Nikki Erlick

• Movie Scene: Planes,Trains and Automobiles (1987), curtain earrings

— THANK YOU, SPONSORS! —

• Harvard Business Review. Get 10% off your subscription at HBR.org/subscriptions with the promo code AWESOME

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