Leslie Zane

Leslie Zane is an award-winning marketer and the founder of Triggers, a brand consulting firm rooted in behavioral science. She is the author of The Power of Instinct: The New Rules of Persuasion in Business and Life. Zane is recognized as a pioneer in the field of "instinctive branding," having challenged traditional marketing wisdom by emphasizing the role of the unconscious mind in consumer decision-making.\nZane is an alumna of Harvard Business School and Yale University, and she honed her skills at top-tier organizations like Bain & Company and Procter & Gamble. Since founding Triggers over 25 years ago, she has advised many of the world’s leading B2C and B2B companies, helping them accelerate growth by tapping into the "brand connectome"—the network of associations in a consumer's brain.\nIn The Power of Instinct, Zane codifies her methodology, arguing that the most powerful brands are those that bypass the skeptical conscious mind and appeal directly to instinct. Her work has been featured in the Harvard Business Review, Knowledge@Wharton, and major industry publications. She is a recipient of the Congressional Woman of Distinction Award and the Ogilvy Award for her contributions to the marketing industry.