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Brief Summary of Episode #11

Financial brands tend to try to appeal to logic in their marketing. 

I get it, money is a huge practical concern, so it makes sense.

But in reality, there is nothing more emotional. If your marketing doesn’t consider that, you need to learn more about mindstates.

And there’s no better teacher than my latest guest, Will Leach, CEO of TriggerPoint Design, a behavioral research and design consultancy. 

His book, “Marketing to Mindstates,” lays out the case for why you need to apply behavior design to your research and marketing.

Will’s research delves into a wide array of mindstates and how to market to them.

But in the wake of the pandemic, the world has mostly coalesced into a shared mindstate. 

Now, everyone wants the same 3 things:

To feel in control, to feel safe and to get a release — a break from the stress of today’s world.  

So, look at your interactions with your customers.

Are you helping them feel in control? Safe? Are you offering a release? 

If not, a fix could be as easy as offering more options or tweaking your messaging. 

Whatever you do, do it with mindstates in mind. 

Key Insights and Takeaways


  • Why today’s marketing landscape is all about context
  • How mindstates have shifted under COVID-19
  • How financial brands can directly employ mindstates in their strategy

Notable Quotables to Share

How to Connect With Will Leach

Website | LinkedIn | Instagram | Twitter | Facebook