Your Customer, Your Success · 2026-06-03 · 54 min
In this episode of Your Customer, Your Success , Gary sits down with Will Leach , founder of Mindstate Group, bestselling author of Marketing to Mindstates , and a behavioral designer who has shaped strategy for some of the most recognized brands in the country. Before founding Mindstate, Will led strategic insights at PepsiCo and spent nearly two decades inside behavioral research. He teaches behavioral design at SMU's Cox School of Business and at the Texas A&M Human Behavior Lab. This conversation explores a reality most leaders underestimate: Customers do not decide the way they say they decide. Will explains why all behavior is emotionally based, why the most common decision a customer makes is to not decide at all, and how leaders can build real psychological empathy with the people they serve. He walks through the four factors behind every customer decision: goals, motivations, regulatory approach, and bias triggers. He shows how the same product can be positioned differently for an optimistic buyer than for a cautious one, why consistency builds the habits that protect a brand, and how aspirational goals quietly shape choices a customer would never explain on a survey.
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