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William Leach
Author of the best-selling book Marketing to Mindstates, 2x CEO, and Behavioral Research and Marketing Expert.
Professional Background
William Leach is an influential figure in the field of behavioral science research and brand consultancy, known for his pioneering approaches and deep understanding of consumer psychology. With nearly two decades of experience in behavioral insights roles, William has distinguished himself as the world's leading expert on subconscious mindstate research. His journey began at PepsiCo, where he recognized a fundamental flaw in traditional marketing research methodologies and sought to address it through the application of behavioral science.
In 2012, after leaving PepsiCo, William founded the Mindstate Group, a consultancy dedicated to providing brands with actionable insights derived from understanding their customers' subconscious motivations. His innovative Mindstate Activation Blueprints are designed to optimize brand strategies and marketing communications, enabling businesses to effectively engage with consumers at a deeper psychological level. William's emphasis on understanding the mindstates that influence decision-making has profoundly impacted the marketing landscape, driving brands to rethink how they approach consumer interactions.
Education and Achievements
William Leach holds a Master's degree in Agribusiness/Applied Economics from Texas A&M University, complemented by a Bachelor of Arts in Resource Economics from the University of Florida. His strong academic foundation in economics has equipped him with the analytical skills necessary to dissect complex consumer behaviors and to translate them into effective marketing strategies.
A best-selling author of "Marketing to Mindstates: A Practical Guide to Applying Behavioral Design to Research and Marketing," William has shared his expertise with a wide audience. His work has been recognized by leading publications, including Forbes and CNBC, and he has made significant contributions to discussions on behavioral design and marketing effectiveness.
In addition to his consultancy work, William is also an esteemed educator. He teaches Behavioral Design at Southern Methodist University's Cox School of Business, as well as at the Texas A&M Human Behavior Lab. His commitment to sharing knowledge and passion for teaching make him a sought-after speaker and instructor, contributing to numerous university lectures and workshops.
Achievements
William's contributions to the field of behavioral science and marketing are substantial and varied. His tenure as an instructor in the Applied Behavioral Economics Certificate Program at the Human Behavior Laboratory reflects his dedication to education and mentorship. Through the Mindstate Group, he has developed a suite of science-based research methodologies aimed at identifying consumer mindstates, further solidifying his status as a thought leader in this niche.
Throughout his career, William has held various influential positions, including as Vice President of Behavioral Labs at System1 Research (formerly BrainJuicer), and Director of Strategic Insights at PepsiCo. His professional experiences across different industries, including energy and consumer goods, position him uniquely to advise brands seeking to tap into the subconscious drivers of consumer behavior.
Additionally, William served his country as a Combat Engineer in the 937th Engineer Group of the U.S. Army, showcasing his leadership skills and commitment to service. His ability to navigate complex environments, coupled with his analytical acumen, has been instrumental in his success as a behavioral researcher and consultant.
Free Resources
William Leach is passionate about making behavioral science accessible to all. He offers free training videos on how to apply mindstate marketing to your business, encouraging individuals and businesses to leverage these insights for greater success. For more information, you can visit his website at www.mindstategroup.com and explore his offerings via the Mindstate Group YouTube channel.
