The Power of Instinct: The New Rules of Persuasion in Business and Life

The Power of Instinct by Leslie Zane reveals that people make decisions based on instinct, not conscious thought, and shows how to harness this to grow brands, businesses, or movements. Traditional marketing fails to tap into the brain’s hidden network of connections that drives snap decisions. Zane provides practical strategies to influence the instinctive mind, including how to create strong positive associations, attract new customers, and move beyond simple emotional storytelling. Drawing on behavioral science and examples from top brands like McDonald’s, Lululemon, the Yankees, and Taylor Swift, the book teaches readers how to make their product, idea, or brand the dominant choice for any audience.