We published the method, not just the results.
In The Power of Instinct, our founder Leslie Zane sets out the science behind the Brand Connectome®.
The ideas behind every engagement.
People don’t make decisions with their conscious mind, but on instinct.
We measure what people cannot say. The Brand Connectome® surfaces the associations people cannot articulate and identifies what will shape their next choice.
A hidden network of connections dictates the snap decisions we make.
We map that network for your core buyers, the buyers you want next, and your competitors.
Finding new customers accelerates growth. Relying on existing ones is a trap.
We go after your growth target, not only the people who already love your brand.
Emotional stories are not enough to drive trial and long-term brand loyalty.
Emotional benefits only work if they’re connected to your consumer’s Brand Connectome. The Growth System shows your team where to act.
How the Brand Connectome® worksWatch the ideas, two minutes at a time
“Zane’s Growth Triggers® approach was instrumental in revolutionizing our brand strategy during my tenure as CMO at Aetna. It not only shaped our brand positioning and messaging but guided our prioritization of investments in customer experience, resulting in significant enhancements in market share and satisfaction levels.”
Raja RajamannarCMO, Mastercard“A masterclass in understanding and leveraging the instinctive mind, this book dismantles traditional notions of consumer behavior and persuasion. Invaluable for CMOs and any leader navigating the future of marketing.”
Michael PlattDirector, Wharton Neuroscience Initiative“A compelling blend of behavioral science and marketing strategy, this book is a must-read for anyone aiming to create lasting business and brand success.”
Jonah BergerProfessor, Wharton“A brain-bending, rule-breaking manifesto that challenges norms and shifts your perspective on the science of persuasion and influence.”
Jim CitrinLeader, Spencer Stuart Board and CEO Practice“If you enjoyed Blink by Malcolm Gladwell and Daniel Kahneman’s Thinking, Fast and Slow, this book is another game-changer that will immediately change how you think and act.”
Leslie Zane
- The Wall Street Journal“The key to successful corporate messaging... useful advice.”
- Axiom AwardsBronze medalist, Advertising / Marketing / PR
- PublicAffairsHachette Book Group, June 2024
Get the book
The Power of Instinct: The New Rules of Persuasion in Business and Life. PublicAffairs, 2024. Hardcover, ebook and audiobook.
Bring us your toughest growth problem.
We’ll find what’s really standing in the way, and show you something you don’t already know.
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