Will Leach

Will Leach is the founder of TriggerPoint, a behavioral research and design consultancy specializing in System 1 marketing, and CEO of the Mindstate Group. With more than twenty-five years of behavioral insights experience, he is also a behavioral design instructor at the Cox School of Business at Southern Methodist University and a two-time winner of the EXPLOR Award for research innovation. He is the bestselling author of Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing, which shows how to reach the nonconscious moments of influence he calls mindstates.