Priscilla and Will Leach Tackle Difficult Decisions
Regular or decaf coffee? Aisle or window seat? Fries or tots…or curly fries? For most of us, these are just a few of the hundreds of decisions we make every day without conducting a cost-benefit analysis. We make these choices intuitively, using some magical portion of our brain/consciousness that’s able to just *snap* make decisions immediately. In this episode, Priscilla talks with Will Leach, founder of Trigger Point Design, a leading behavioral research and design consultancy. Trigger Point helps brands understand how to align their designs with the reality of how people actually make decisions - or, “match marketing toward behavior.”
Will is also the author of “Marketing to Mindstates,” a brilliant guide that demystifies these non-conscious filters and illustrates ways to create messages that activate emotional engagement. He and Priscilla discuss the highlights and challenges of authorship, and how the information in the book can be applied to a whole variety of situations.
Brought to you by GreenBook, the IIeX conference season has begun and if you haven’t bought tickets to one of these events - you absolutely need to! Join Priscilla on November 28th and 29th in Bangkok for IIeX Asia Pacific. This event has an amazing speaker line-up including thought leaders like Nestle, AirAsia, BBC and Diego. For registration and event details, visit: iiex-ap.insightinnovation.org. Plus, save 20% on registration with the promo code LITTLEBIRD. Remember, things happen first at IIeX.
Don't forget to find Ponderings from the Perch on iTunes! The first 5 people that leave us a review and email firstname.lastname@example.org with a screenshot will receive a copy of Will Leach's book.
Conversations with Priscilla McKinney, founder and President of Little Bird Marketing, a boutique marketing firm specializing in "better than your average bear" branding design and campaigns. As a marketing principal and serial entrepreneur topics range from marketing best practices to the reality of running a business, managing creatives, company culture, and other marketing oddities.