Will Leach is the Founder and CEO of the Mindstate Group and TriggerPoint. Will is also the author of the bestselling book “Marketing to MindStates: a Practical Field Guide to Applying Behavioural Design to Research and Marketing” and a 2-time winner of the EXPLOR Award for behavioural science research innovation.Will has over 25 years of behavioural insights experience and is a behavioural design instructor at the Cox School of Business BLC at Southern Methodist University and Texas A&M’s Human Behavior Lab. He is an expert in using behavioural psychology to optimize marketing and is a frequent contributor to Forbes writing about behavioural economics and behavioural marketing.In this episode, we discuss:* Understanding human behaviour in a VUCA world (volatile, uncertain, complex, ambiguous) * Changing state of mind to change minds with the MindState Behavioural Model * The importance of higher order goals and 9 types of motivation in driving behaviour * How to overcome the attention filter, or the decision not to decide, by lowering friction

Three Quick Questions:* A business book you recommend?- Intuitive Marketing: What Marketers Can Learn from Brain Science by Stephen Genco * Person to follow on social media or digital media? – Jason Vana on LinkedIn * One on one dinner with a living person? – Bill Murray, Actor

To follow Will on Twitter - @trigger_pointerTo follow Will’s writing online or find out more about the book, visit https://www.mindstategroup.com