“For the first time, decades of behavioral and psychological decision-making theories are illuminated and come to life in a practical, approachable application guide. Will's deep expertise and years of experience testing, succeeding, failing and learning comes together in an easy to read, practical guide. You will finish this book completely re-thinking your research, marketing and go-to-market approaches. Only history will tell, but this book could quite likely start a new era in marketing. This is a must-read for any consumer centric business leader, including GM's, Marketers, Researchers, Finance and Strategy leaders.”
— Pam Forbus, Senior VP, Insights, Data and Analytics, The Walt Disney Studios
“Will Leach has done a great job with his first book, Marketing to Mindstates. He's taken what could be a complex topic and really simplified it into an easy-to-read and understandable format. Additionally, he gives great examples of how you can apply his process to your own brands that are very actionable. Definitely worth the read.”
— Regan Ebert, Senior Vice President of Marketing, Dr Pepper Snapple Group
“Marketing to Mindstates is an amazing secret weapon for any marketer or business leader looking to understand their consumers better or gain an edge in driving actionable insights to transform their strategy. Will has such a gift for taking supercomplex theory and his years of experience and breaking it down into accessible concepts that made it simple to understand and implement in my own business. Highly recommended!”
— Michael Messersmith, General Manager, Oatly
