The pioneer of “Instinct Marketing,” founder of the first female-led brand consultancy that still exists today, and author of the soon-to-be-published “Instinct Advantage,” Leslie Zane is a renegade. She is revolutionizing how organizations shape consumer decision making by focusing them on changing instinctive behavior – the decisions that consumers make on autopilot. A Yale University and Harvard Business School graduate, Zane began her early career at top companies including Bain, P&G, and Johnson & Johnson, where she was surprised by the hit or miss performance of marketing initiatives. Zane’s perspective defies traditional thinking. She maintains that what consumers say is unreliable, that indirect cues are more effective than direct persuasion, and that successful ideas, brands, and political candidates have multiple associations, not just one defining identity trait. But, like many unconventional thinkers, her ideas were dismissed for years. With a chuckle, she admits, she’s had a 25-year head start practicing what behavioral science theorists are beginning to explore and consider today.
Zane is a powerful orator and a TEDx speaker whose proprietary methodology has been published in the Harvard Business Review, Knowledge@Wharton, MIT Sloan Review, Forbes, Ad Age, CMO.com, Barron’s, Newsweek, Mediapost, Scientific American and more. A native New Yorker, Zane sits on two non-profit Boards: El Centro Hispano, dedicated to helping improve the lives of Hispanic immigrants, and CURATE 360, where she helps minority-owned companies improve their branding and scale their businesses. Want to hear more from Leslie? Contact her for your next company event or conference.