88. Marketing to Mindstates: A Discussion With Author, Will Leach

<p><span style="font-weight: 400;">Companies are getting more savvy about using behavioral economics not only to sell products, but to help consumers make better choices. Will Leach has taken the concepts of behavioral economics and social sciences to the next level with his book</span> <a href= "https://www.amazon.com/Marketing-Mindstates-Practical-Applying-Behavior/dp/1544512406/ref=sr_1_2?crid=3MPM5EL6E0PZL&keywords=marketing+to+mindstates&qid=1581963042&s=books&sprefix=marketing+to+mind%2Caps%2C225&sr=1-2"> <span style="font-weight: 400;">Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing</span></a><span style="font-weight: 400;">. I am very excited to talk with him today. He is the founder of the behavioral consultancy</span> <a href= "https://www.triggerpointdesign.com/#home"><span style= "font-weight: 400;">TriggerPoint</span></a><span style= "font-weight: 400;">. Previous to starting his business, Will led behavioral science methods at PepsiCo, and he has won numerous awards for his innovative work in behavioral economics.</span></p> <p><span style="font-weight: 400;">When reading Will’s book, I knew within the first few pages that he needed to come on the podcast. This is even before I realized that he got his master’s from Texas A&M University (I talked about the Texas A&M Human Behavior Lab in episode 33 where I interviewed Dr. Marco Palma.) Will and I had a lot of fun talking about the lab and team down there before we jumped into the interview. Will was at A&M before the lab was built, but we have both seen it in person thanks to Dr. Palma. </span></p> <p><span style="font-weight: 400;">Will does such a great job of breaking down a really complex area of marketing into a formula that any business can follow – from global corporations like PepsiCo to small businesses. One area I know non-marketers (and even many marketing teams to be honest) struggle with is determining their target market and really narrowing it down and then knowing how to properly com