How Brands Become Unforgettable: The Unseen Forces Driving Consumer Behavior with Leslie Zane & Charles Good | TGLP #219

Today, we are joined by Leslie Zane.Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. Like many pioneers, Zane's ideas were dismissed early on. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients.In this episode, we explore the revolutionary concept of the Brand Connectome and how it transforms traditional marketing approaches. Leslie challenges long-held marketing beliefs, explaining that the human mind is unpersuadable through conscious appeals, but highly receptive to unconscious triggers that form instinctive associations with brands. Key topics include:How the Brand Connectome forms in the unconscious mind and drives 95% of purchasing decisionsWhy brands should pursue distinctiveness rather than uniqueness when developing their identityThe counterintuitive approach of layering multiple messages instead of focusing on "one big idea"How growth comes from targeting non-users rather than existing customersWhy fantasy drives consumer decisions more powerfully than reality-based marketingLeslie Zane's Book: "The Power of Instinct: The New Rules of Persuasion in Business and Life" LinkedIn: linkedin.com/in/lesliezane Website: triggers.com-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/ Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(01:40) Tool: Understanding the Unconscious Mind's Role in Decision Making(04:00) Technique: Building the Brand Connectome for Instinctive Choice(07:00) Tip: Pursuing Distinctiveness Instead of Uniqueness(11:40) Technique: Combating Negative Brand Perceptions(13:10) Tip: Why Layered Messaging Beats the "One Big Idea" Approach(19:50) Technique: The "Keep, Stop, Add" Formula for Brand Evolution(24:30) Tool: Prioritizing Growth Targets Over Existing Customers(29:30) Tool: Tapping Into Unconscious Fantasies Instead of Reality(33:10) Tip: Why Emotions Alone Don't Drive Brand Decisions(37:50) Technique: Preventing Digital Brand Atrophy Through Consistency(40:00) Conclusion#CharlesGood #LeslieZane #TheGoodLeadershipPodcast #BrandConnectome #UnconsciousDecisionMaking #GrowthTriggers #DistinctiveBrandAssets #ConsumerPsychology #BrandStrategy #LayeredMessaging #GrowthMarketing #BrandEvolution #MarketingMyths #InstinctiveChoice #BrandLoyalty #FantasyMarketing #TriggersBrandConsulting #PowerOfInstinct #BrandManagement #BrandConsistency

Today, we are joined by Lorraine K. Lee.Lorraine K. Lee is an award-winning global keynote speaker, an instructor for Stanford Continuing Studies and LinkedIn Learning, and the author of Unforgettable Presence: Get Seen, Gain Influence, and Catapult Your Career (Wiley, 2025). She is recognized as a LinkedIn Top Voice and has more than 300,000+ LinkedIn followers and over a decade of experience leading editorial teams at the world’s top tech firms. Lorraine has been invited as a guest speaker to some of the world’s most recognizable brands including Zoom, Cisco, Amazon, ASICS, Hilton, and McKinsey and Company. She covers a wide range of topics including creating engaging virtual presentations, growing your presence on LinkedIn, effectively communicating in a virtual world, leading collaborative remote and distributed teams that thrive, and designing impactful virtual and hybrid meetings. Before starting her own company, Lorraine was a founding editor at companies like Prezi, SlideShare, and LinkedIn. In these roles, she collaborated with global business leaders and helped launch core products including LinkedIn Daily Rundown and LinkedIn Newsletters. Lorraine has been featured in publications including Forbes, Inc., Bloomberg, ReadWrite, and Entrepreneur, and has also been a guest on many podcasts.In this episode, we explore advanced strategies for professional communication and presence building. Lorraine shares practical frameworks for improving your writing, mastering public speaking anxiety, creating engaging virtual presentations, and building influential relationships. Key topics include:How to make your writing more effective through audience-focused, simplified communicationTechniques to overcome public speaking anxiety and create engaging virtual presentationsThe RAVE framework for building influence (Relationships, Appearance, Visibility, Expertise)Understanding the difference between mentors and sponsors and how to approach themStrategies for networking as an introvert that minimize discomfort and maximize resultsLorraine K. Lee's Book: "Unforgettable: Master the Art of Making Your Personal Brand Stand Out" LinkedIn: linkedin.com/in/lorraineklee Free LinkedIn Guide: lorrainekaylee.com/linkedinguideWebsite: lorrainekaylee.com-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(01:20) Tip: Transforming Your Written Communication(03:50) Tool: Eliminating Minimizing Language for Confidence(05:00) Technique: Calming Public Speaking Nerves(07:30) Tool: Designing Virtual Presentations as Experiences(09:40) Technique: Capturing Audience Attention in First Moments(10:50) Tip: Using Think-Do-Feel Framework for Presentations(11:50) Tool: Adding Movement to Keep Engagement High(13:30) Technique: Raising Your Voice to Eliminate Filler Words(15:20) Tool: The RAVE Model for Building Influence(17:50) Tip: Demonstrating Expertise Through Content Curation(18:00) Technique: Distinguishing Between Mentors and Sponsors(20:40) Tool: Creating Informal Mentor Moments(21:40) Tip: Networking Strategies for Introverts(23:20) Technique: Understanding Executive Presence vs. Overall Presence(24:50) Tool: The Three Cs of Modern Executive Presence(26:20) Tip: Reframing Imposter Syndrome as Growth(28:30) Conclusion#CharlesGood #LorraineKLee #TheGoodLeadershipPodcast #ProfessionalPresence #VirtualPresentation #PublicSpeakingTips #ExecutivePresence #InfluenceBuilding #MentorshipStrategies #NetworkingForIntroverts #ImposterSyndrome #RAVEModel #CommunicationSkills #CareerBranding #DigitalPresence #LinkedInTips #ProfessionalDevelopment #ThoughtLeadership #PersonalBranding #VirtualCommunication

Today, we are joined by Lorraine K. Lee.Lorraine K. Lee is an award-winning global keynote speaker, an instructor for Stanford Continuing Studies and LinkedIn Learning, and the author of Unforgettable Presence: Get Seen, Gain Influence, and Catapult Your Career (Wiley, 2025). She is recognized as a LinkedIn Top Voice and has more than 300,000+ LinkedIn followers and over a decade of experience leading editorial teams at the world’s top tech firms. Lorraine has been invited as a guest speaker to some of the world’s most recognizable brands including Zoom, Cisco, Amazon, ASICS, Hilton, and McKinsey and Company. She covers a wide range of topics including creating engaging virtual presentations, growing your presence on LinkedIn, effectively communicating in a virtual world, leading collaborative remote and distributed teams that thrive, and designing impactful virtual and hybrid meetings. Before starting her own company, Lorraine was a founding editor at companies like Prezi, SlideShare, and LinkedIn. In these roles, she collaborated with global business leaders and helped launch core products including LinkedIn Daily Rundown and LinkedIn Newsletters. Lorraine has been featured in publications including Forbes, Inc., Bloomberg, ReadWrite, and Entrepreneur, and has also been a guest on many podcasts.In this episode, we explore the art of personal branding and why it's essential for career success in today's professional landscape. From crafting a unique and powerful introduction to leveraging LinkedIn effectively, Lorraine shares actionable techniques that help professionals stand out without feeling inauthentic or overly promotional.Key topics include:Why everyone already has a personal brand and the importance of being intentional about itHow to share accomplishments authentically using data and collaborative languageThe EPIC framework for defining your personal brand elementsMastering virtual presence through the TEA approach: Tech, Energy, and AestheticsBuilding a strategic LinkedIn presence that opens doors for opportunitiesLorraine K. Lee's Book: "Unforgettable: Master the Art of Making Your Personal Brand Stand Out" LinkedIn: linkedin.com/in/lorraineklee-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(01:30) Tip: The Foundation of Good Work Before Brand Building(03:10) Technique: Becoming CEO of Your Own Career(05:40) Tool: Sharing Accomplishments Without Bragging(07:00) Technique: The EPIC Framework for Brand Development(10:20) Tool: Creating a Unique and Powerful Introduction (UPI)(12:50) Technique: The TEA Approach for Virtual Presence(16:00) Tip: Using Body Language to Enhance Video Presence(17:40) Tool: Transforming Small Talk Into Meaningful Conversations(20:00) Technique: Leveraging LinkedIn Beyond Job Hunting(22:40) Conclusion#CharlesGood #LorraineKLee #TheGoodLeadershipPodcast #PersonalBranding #LinkedInStrategy #VirtualPresence #CareerDevelopment #ProfessionalVisibility #CommunicationSkills #VideoPresence #NetworkingTips #AuthenticPersonalBrand #ContentStrategy #EPICFramework #PersonalBrandBuilding #CareerAdvancement #LeadershipPresence #VirtualCommunication #ProfessionalNetworking #ThoughtLeadership

Today, we are joined by Lewis Jaffe.Lew Jaffe is an entrepreneur, former high-tech CEO, college professor (professor of the year in his second year of teaching), philanthropist, and has founded three companies. In his career, he has created over $1 Billion in shareholder value through growing businesses and executing successful exit strategies. Many consider Lew to be “The Godfather of Video Conferencing,” as the company, PictureTel, created the first video conferencing systems for use over telephone lines, long before Skype, Facetime and ZOOM. Today, Lew is a clinical professor of entrepreneurship, speaker and executive coach dedicated to maximizing the potential of his students and clients. Also, he is a public company board member known for creating tremendous value.In this episode, we explore how integrity and relationship-building form the foundation of effective leadership and how perception shapes business interactions in profound ways.Key topics include:• Why being a good person is essential to being a good business person• How perception shapes customer experience and loyalty• The importance of preparation and showing up for unexpected opportunities• Why clear, decisive language builds trust and accountability• How to distinguish between "important" tasks and merely "interesting" distractions-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(01:30) Tool: The Business Case for Integrity(04:00) Tip: Managing Your Personal Leadership Brand(06:15) Technique: Exceeding Customer Expectations(10:00) Tip: From Rejection to Unexpected Opportunity(17:00) Tip: Balancing Urgency with Quality(19:30) Tool: The French Fry Rule of Discipline(22:15) Technique: Eliminating "If," "Maybe," and "Try"(24:00) Tip: Distinguishing Important from Interesting(26:30) Conclusion#CharlesGood #LewisJaffe #TheGoodLeadershipPodcast #BusinessIntegrity #PerceptionManagement #LeadershipPresence #PreparationStrategies #CustomerExperience #RelationshipBuilding #DecisionMaking #PersonalBranding #WorkDiscipline #Entrepreneurship #OpportunityRecognition #BusinessCommunication #TimeManagement #PrioritizationSkills #DecisiveLanguage

Today, we are joined by Kevin Evers.Kevin Evers is a senior editor at Harvard Business Review. Passionate about shaping groundbreaking research and amplifying pioneering ideas, he has edited bestselling and award-winning books on high performance, creativity, innovation, digital disruption, marketing, and strategy. He has also written popular articles on brain science, Hollywood blockbusters, the art of persuasion, and the unpredictability of success. His newest book, ‘There's Nothing Like This: The Strategic Genius of Taylor Swift’.In this episode, we explore how Taylor Swift continues to innovate through strategic reinvention and fan engagement. Kevin delves into Swift's masterful ability to turn public scrutiny into artistic opportunities, her calculated approach to building suspense and managing fan expectations, and the business strategy behind her record-breaking Eras Tour. Key topics include:• How Swift transforms public scrutiny into creative opportunities through narrative reversal• The masterful marketing strategy behind Swift's social media engagement and fan theories• Why customer obsession and consistent over-delivery are core to Swift's business model• The business strategy behind re-recording her albums and its surprising success-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(01:30) Technique: Transforming Scrutiny into Artistic Breakthroughs(03:20) Tool: Leveraging the Pandemic for Creative Reinvention(05:40) Tip: Using Public Appearances as Strategic Marketing Opportunities(10:00) Tool: Storytelling as a Core Brand Differentiator(12:10) Technique: Customer Obsession and Exceeding Expectations(15:10) Tool: The Strategic Value of Re-recording Albums(17:50) Tip: The Eras Tour's Success Through Scarcity and Abundance(21:10) Technique: Empowering Fans as Brand Co-Creators(23:10) Tool: Predicting Taylor Swift's Next Reinvention(24:40) Conclusion#CharlesGood #KevinEvers #TheGoodLeadershipPodcast #TaylorSwift #BusinessStrategy #CustomerObsession #FanEngagement #NarrativeReversal #BrandReinvention #TheErasTour #StrategicMarketing #TicketmasterControversy #AlbumReRecordings #ContentStrategy #ArtisticReinvention #DigiTalStrategy #CustomerExperience #MusicIndustry #BrandLoyalty #MarketDisruption

Today, we are joined by Kevin Evers.Kevin Evers is a senior editor at Harvard Business Review. Passionate about shaping groundbreaking research and amplifying pioneering ideas, he has edited bestselling and award-winning books on high performance, creativity, innovation, digital disruption, marketing, and strategy. He has also written popular articles on brain science, Hollywood blockbusters, the art of persuasion, and the unpredictability of success. His newest book, ‘There's Nothing Like This: The Strategic Genius of Taylor Swift’. In this episode, we explore how Taylor Swift's career represents a masterclass in business strategy and leadership. Kevin reveals how Swift's approach to her career mirrors proven business concepts including blue ocean strategy, the job-to-be-done theory, and anti-fragility. Key topics include:How Swift identified and cultivated an overlooked market segment in country music, similar to Marvel's strategy with college students in the 1960sThe strategic approach Swift took to transitioning from country to pop music while maintaining her core audienceHow Swift transforms controversies into opportunities by controlling her narrative and turning challenges into artThe concept of "productive paranoia" that helps Swift anticipate industry changes and evolve ahead of trends-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/Twitter: https://twitter.com/charlesgood99Chapters: (01:30) Introduction (02:40) Tip: Why Swift Succeeded Where Other Young Artists Failed (05:10) Technique: Understanding and Connecting with Target Audiences (06:00) Tool: The Marvel Comics Comparison: Tapping Overlooked Markets (08:00) Technique: Strategic Transition from Country to Pop Music (11:30) Tool: Turning Controversy into Strategic Advantage (15:00) Technique: The Job-to-be-Done Theory in Swift's Career (19:20) Tool: Productive Paranoia: Staying Ahead of Industry Changes (22:10) Tip: Leadership Lessons from Swift's Reinvention Process (25:50) Conclusion

Today, we unpack the book "Think Again" by Adam Grant.In this book profile, we explore the transformative power of rethinking and why our ability to change our minds may be our most valuable skill in a rapidly changing world. Charles breaks down Grant's compelling case for intellectual humility and how clinging to outdated knowledge and beliefs can limit our potential. Through practical examples and research-backed insights, the episode reveals how leaders, innovators, and individuals can cultivate the habit of questioning what they know and embrace the uncomfortable but rewarding process of continuous learning.Key topics include:• The three mental modes that prevent rethinking - preacher, prosecutor, and politician - and why we should adopt the scientist mindset instead• How misplaced confidence and the Dunning-Kruger effect lead even intelligent people to overestimate their knowledge• The difference between harmful relationship conflict and productive task conflict in debates and disagreements• Techniques for changing minds effectively without triggering defensiveness or psychological reactance• Why stereotypes limit our thinking and how to break free from binary biases that oversimplify complex realitiesLearn from Charles's breakdown how to detach your identity from your opinions, escape the trap of certainty, and create learning cultures that value rethinking over being right. Think Again Book: https://www.amazon.com/Think-Again-Power-Knowing-What/dp/1984878107-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesagood/Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(01:00) Tip: Why Being Confidently Wrong Is Dangerous(03:45) The Dunning-Kruger Effect (07:15) Technique: Productive Conflict vs. Relationship Conflict(09:00) Technique: How to Win Arguments Without Fighting(10:30) Tool: Breaking Free from Stereotypes and Mental Boxes(12:30) Technique: Changing Minds Through Motivational Interviewing(13:45) Tip:Escaping Binary Bias and Embracing Complexity(16:30) Conclusion

Today, we are joined by Jessica Chen.Jessica Chen is an Emmy-Award winner, author, speaker, and CEO of the global business communication company, Soulcast Media. Jessica is an internationally recognized communication expert and has taught over 2 million people how to improve their communication skills at work. She has been featured in Forbes, Fortune, and Entrepreneur Magazine. Her course on developing executive presence was ranked #1 most watched by global business leaders. Prior to Soulcast Media, Jessica was an award-winning broadcast television journalist at ABC, NBC, and NY1.In this episode, we explore how quiet professionals can build a strategic career brand without sacrificing their authentic communication style.Key topics include:Building a powerful career brand that authentically showcases your unique strengthsUsing the ACCT framework to advocate for yourself without feeling uncomfortableMastering the art of saying "no" with the TEF approachTransforming public speaking from intimidating to engaging through specific mindset shifts and voice techniquesJessica’s Book: https://www.amazon.com/Smart-Not-Loud-Noticed-Reasons-ebook/dp/B0CKSHN1BX?ref_=ast_author_dp-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/Twitter: https://twitter.com/charlesgood99Chapters: (01:15) Introduction (02:45) Tip: The Power of Differentiating Factors (03:30) Technique: From Compliance to President (07:00) Tool: The ACCT Framework for Self-Advocacy (10:45) Tool: The TEF Approach to Saying No Effectively (13:30) Tip: Mindset Shifts for Public Speaking Success (17:15) Technique: Improving Vocal Presence (21:00) Tool: The Down-Up-Point Movement for Handling Tough Questions (23:45) Conclusion

Today, we unpack the book "Hooked" by Nir Eyal.In this book profile, we explore the science behind habit-forming products and how companies design digital experiences that keep us coming back again and again. Charles breaks down Eyal's powerful HOOK model—a four-step process of triggers, actions, variable rewards, and investments that explains why we can't seem to put our phones down. Through practical examples from apps and services we use daily, the episode reveals how businesses move beyond mere engagement to create genuine user habits.Key topics include:• The four benefits of habits for companies - including increased customer lifetime value, pricing flexibility, supercharged word-of-mouth growth, and competitive moats• External vs. internal triggers - how notifications, emotions, and psychological states initiate habitual behaviors• The action phase - why reducing effort is more effective than increasing motivation• Variable rewards - the unpredictable payoffs that keep us coming back and the three types: tribe (social validation), hunt (information seeking), and self (personal achievement)• The investment phase - how user contributions of time, data, content, and effort lock in future engagementDiscover the psychology behind your digital habits and how to maintain control in a world designed to capture your attention.Hooked Book: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788-Website and live online programs: http://ims-online.com Blog: https://blog.ims-online.com/ Podcast: https://ims-online.com/podcasts/ LinkedIn: https://www.linkedin.com/in/charlesagood/ Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(01:20) Four Key Benefits of Habits for Companies(04:00) Understanding Triggers - External vs. Internal(07:40) The Action Phase - Simplicity Drives Engagement(10:00) Variable Rewards - Why Uncertainty Keeps Us Hooked(13:40) The Investment Phase - User Commitment and Stored Value(17:20) Conclusion

Today, we are joined by Dr. Kathy Pearson and Dr. Gregg Pearson.Dr. Kathy Pearson, strategist, systems thinking expert, and decision-making authority, is President and Founder of Enterprise Learning Solutions. She is also an Adjunct Senior Fellow at the Leonard Davis Institute of Health Economics and has served as an adjunct Associate Professor in the Operations and Information Management Department at The Wharton School, both at the University of Pennsylvania. Kathy, an award-winning educator, collaborates with Executive Education groups and global organizations across industries like healthcare, finance, and technology, including clients such as Bank of America and Coca-Cola. She holds a BS in theoretical mathematics (Auburn University), an MS in Decision Sciences (Georgia State University), and a PhD in Industrial Engineering (Northwestern University).Dr. Gregg Pearson is a Partner at ELS and an Adjunct Professor of History at Lehigh University and La Salle University. He specializes in nineteenth-century American political history, twentieth-century American cultural history, military history, the history of technology, and business leadership. Gregg spent 16 years in the packaging industry, including as Northeast Region General Manager at Ball Corporation, overseeing $350M in revenue. He holds a PhD in History from Lehigh University, an MA from La Salle University, an MS in Industrial Engineering from Northwestern University, and is a graduate of the United States Military Academy at West Point.In this episode, we explore how Kennedy evolved as a leader, learning from earlier failures to develop a more effective crisis management approach that became the gold standard for leadership under extreme pressure.Key topics include:• How Kennedy's approach evolved from the Bay of Pigs failure to the Cuban Missile Crisis• The critical importance of gathering reliable information before making decisions• Why seeking contrary viewpoints helps leaders avoid confirmation bias• How clear "commander's intent" empowers teams to adapt in changing circumstances• The value of structured post-mortems to learn from both successes and failures-Website and live online programs: http://ims-online.comBlog: https://blog.ims-online.com/Podcast: https://ims-online.com/podcasts/LinkedIn: https://www.linkedin.com/in/charlesgood/Twitter: https://twitter.com/charlesgood99Chapters:(00:00) Introduction(02:00) Setting the Historical Context(04:40) Technique: Avoiding Confirmation Bias in Leadership(07:00) Tip: Making Decisions with Incomplete Information(09:00) Kennedy's Evolution as a Leader(12:00) Tool: The Role of Objective Information in Crisis(16:00) Tip: The Power of Clear Purpose in Uncertain Times(20:40) Tip: Learning from Failure to Improve Decision-Making(25:00) Technique: The Art of Compromise in Leadership(28:00) Tool: Military After-Action Reviews in Business Context(31:00) Conclusion