Leslie Zane is a passionate leader who believes that our potential for success is limitless. By delving deep into the human brain, she made the remarkable discovery that for a brand to grow in the marketplace, it first needs to grow physically in the subconscious.Nicknamed “Miss Question” by her business school classmates, Leslie’s endless intellectual curiosity fueled her search for the elusive key to changing customer behavior.
She began her journey at blue chip companies, where she found that the success of marketing initiatives was remarkably hit or miss. Companies were reliant on coupons and incentives. This wasn’t leading to lasting sales. They were focused on developing superlative claims but these raised consumer skepticism and were often ineffective. Her views differed from the conventional wisdom. She felt strongly that branding should be more than just pretty pictures and clever ad campaigns. If it doesn’t build sales, why do it?
So she struck out on her own and founded Triggers® –the first woman-owned brand consultancy– with the express mission of increasing topline revenue for her clients consistently. Over the past 25 years, the company has developed a track record of accelerating growth through its unique expertise in changing brand preference at the instinctual level. CMOs often joke that the major difference between their work and those of other strategy firms a hundred times our size, is that their approach actually works.
Leslie received her BA from Yale University and her MBA from Harvard Business School. A TEDx speaker, she has been published in the Harvard Business Review, [email protected], MIT Sloan Review, Forbes, Ad Age, CMO.com, Barron’s and more. She is a board member of El Centro Hispano, a non profit organization that provides Hispanic people with 360 mentoring to achieve their educational and career goals.
Leslie is also applying her knowledge about instinctive choice and the subconscious to understanding the roots of bias and how to eradicate it at its source. It’s a busy schedule: transforming brands, changing the world, and spending time with her husband and their two sons. Just don’t ask her to explain their brains – despite a lifetime of studying minds, theirs remain a mystery to her.
Want to hear more from Leslie? Contact her for your next company event or conference.