The Power of Instinct audiobook cover - The New Rules of Persuasion in Business and Life

The Power of Instinct

The New Rules of Persuasion in Business and Life

Leslie Zane

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Personal DevelopmentMarketing & SalesCareer & SuccessCommunication Skills

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The Power of Instinct
The New Rules of Persuasion+
Rule 1: Target the Unconscious Mind+
Rule 2: Nurture Your Brand Connectome+
Rule 3: Grow Positive Connections+
Rule 4: Weed Out Negative Associations+

Quiz — Test Your Understanding

Question 1 of 6
According to the new rules of persuasion, what is the primary flaw of traditional marketing strategies?
  • A. They focus too heavily on emotional appeals rather than objective facts.
  • B. They attempt to overwhelm the conscious mind with reams of information.
  • C. They rely exclusively on sensory triggers to manipulate consumer behavior.
  • D. They spend too much time analyzing competitor weaknesses.
Question 2 of 6
What determines a brand's success in the modern marketplace, according to the concept of 'instinctive brand preference'?
  • A. Having the most feature-filled products.
  • B. Offering the lowest prices in a finely sliced market segment.
  • C. Actual, objective superiority over competitors.
  • D. Perceived superiority driven by unconscious associations.
Question 3 of 6
How does the book define a 'brand connectome'?
  • A. A marketing strategy that relies on social media influencers to spread brand awareness.
  • B. The complex network of all brand-related associations that drive consumer decisions.
  • C. A technological platform used to track consumer purchasing habits and data.
  • D. The specific demographic segment a brand consciously chooses to target.
Question 4 of 6
Why does the author recommend paying particular attention to visual and olfactory (smell) triggers?
  • A. Images are processed twice in the brain, and smells elicit stronger emotional responses than other senses.
  • B. They are the most cost-effective sensory triggers to produce in mass marketing campaigns.
  • C. Consumers consciously look for these two specific triggers when making purchasing decisions.
  • D. They are the only triggers that can successfully weed out negative brand associations.
Question 5 of 6
How does the text suggest a brand should deal with negative associations?
  • A. By ignoring them, as consumers naturally focus more on positive information.
  • B. By lowering product prices to compensate for the negative brand image.
  • C. By rapidly reintroducing strong and plentiful positive associations to rewire the brain.
  • D. By completely rebranding and changing the company name to start fresh.
Question 6 of 6
What key formula does the author use to summarize the relationship between a brand's mental presence and its business success?
  • A. Market share equals mind share.
  • B. Mind share equals market share.
  • C. Conscious deliberation equals instinctive preference.
  • D. Feature superiority equals perceived superiority.

The Power of Instinct — Full Chapter Overview

The Power of Instinct Summary & Overview

The Power of Instinct (2024) explores the role of instinctual behavior in decision-making and persuasion, particularly within business and marketing. It delves into how understanding and leveraging innate human instincts can lead to more effective communication, influence, and success, and offers practical strategies for harnessing these natural tendencies. 

Who Should Listen to The Power of Instinct?

  • Marketing and sales professionals
  • Entrepreneurs and startup founders
  • Anyone wanting to enhance their communication and persuasiveness

About the Author: Leslie Zane

Leslie Zane is the founder of Triggers®, a brand consultancy known for its focus on leveraging instinctual triggers to influence decision-making. A previous employee at P&G and Johnson & Johnson, Zane's work has been featured in Forbes, the Harvard Business Review, and the Scientific American, as well as on the TEDx stage. 

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