Leslie Zane is a renegade.

She is revolutionizing how organizations shape consumer decision making by focusing them on changing instinctive behavior: the decisions that consumers make on autopilot.

A Yale University and Harvard Business School graduate, Zane began her early career at top companies including P&G and Johnson & Johnson, where she was surprised by the hit or miss performance of marketing initiatives.

Zane’s perspective defies traditional thinking. She maintains that what consumers say is unreliable, that indirect cues are more effective than direct persuasion, and that successful ideas, brands, and political candidates have multiple associations, not just one defining identity trait.

But, like many unconventional thinkers, her ideas were dismissed for years. With a chuckle, she admits she’s had a 25-year head start practicing what behavioral science theorists are beginning to explore and consider today.

In 1995, she founded Triggers®, the first brand consulting firm rooted in behavioral science. Over the past 25 years, her company has delivered over $25B in incremental revenue growth for Fortune 100 clients.