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_pointer To follow Will's writing online or find out more about the book, visit https://www.mindstategroup.com