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\u201cThe science is just sitting out there in academia.\u201d That\u2019s why consultant, educator, and author Will Leach decided to package it up in a revolutionary new book.\xa0Marketing to Mindstates\xa0is about looking beyond traditional market research by understanding and appealing to your audience when they\u2019re in the optimal mindstate. We unpacked this concept and more this week on the On Brand podcast.\nAbout Will Leach\nWill Leach is the founder of TriggerPoint, a leading Behavioral Research and Design consultancy specializing in System 1 marketing. Simply put, TriggerPoint helps today\u2019s largest brands understand and change consumer and employee behavior through Behavioral Research and Design.\nWill has over 20 years of behavioral insights experience and is a behavioral design instructor at the Cox School of Business BLC at Southern Methodist University. Will is the author of\xa0Marketing to MindStates: a Practical Field Guide to Applying Behavioral Design to Marketing\xa0and is also the only 2-time winner of the EXPLOR Award for behavioral science research innovation.\nEpisode Highlights\nWhy behavioral research? Why now?\xa0\u201cTechnology makes connecting with customers easier than ever before. But what does this mean from a psychological perspective?\u201d Especially when our brains are trained to filter out messages?\nHow can your brand stand out?\xa0\u201cBy creating saliency. That\u2019s when something is fluid and easy to understand.\u201d Will shared how we make 35,000 decisions every day. A vast majority of these are unconscious. \u201cThe number-one decision you make every day is not to decide.\u201d Will shared four scientific steps for creating saliency with your brand.\nWhat is a mindstate?\xa0\u201cThey\u2019re moments of high emotional arousal. You\u2019re in a hot state. This is what\u2019s called System 1 processing.\u201d\nWhat about the interplay between academia and real-world consulting?\xa0As an educator and strategist myself, I was eager to ask Will this burning question. \u201cWhat business is good at is doing (or performing) \u2018whats.\u2019 Academia is good at understanding the \u2018why\u2019 behind something.\u201d Together it\u2019s a potent combination.\nWhat brand has made Will smile recently?\xa0As a parent, Will has been noticing kids\u2019 brands more and more. That\u2019s why he loves Lego and Marvel. \u201cThey allow me as a parent to connect and relate with my son in a way I wouldn\u2019t be able to otherwise.\u201d\nTo learn more,\xa0go to marketingtomindstates.com.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my new book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices