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In this episode, I’m really excited to have as my guest, Will Leach, the world's leading expert on subconscious mindstates and the best-selling author of Marketing to Mindstates: a practical guide to applying behavioral design to research and marketing, and a Behavioral Design instructor at SMU's Cox School of Business BLC and the Texas A&M Human Behavior Lab. Will consults with today's most innovative brands and advertising agencies to increase the effectiveness of their marketing creative through behavioral science. He is also the founder & CEO of TriggerPoint, a behavioral science-based research firm, and The Mindstate Group which helps marketing professionals apply behavioral psychology through subconscious mindstates to design marketing that gets customers to listen, care and act. In our discussion, Will talked to me about: Why an understanding of your ideal customers' emotions and behaviours is critical for good marketing How time and context play a role in buying decisions How to find your one thing, that makes you stand out Listen to the podcast to learn more. Show Notes and Blog The Podcasts See omnystudio.com/listener for privacy information.