What compels us to spend on certain brands over others? Guest Leslie Zane runs Triggers Brand Consulting, the first female-founded brand consultancy in the U.S..

A Harvard Business School graduate, Leslie is known in the industry for her expertise in applying brain science to branding. She was the first person to include a man in an advertisement for a baby care product. Farnoosh and Leslie discuss the "triggers" that get us to spend on certain products and services over others. Plus, Leslie's advice for women workers in today's rough job market, her own upbringing as the daughter of a Holocaust survivor and the biggest investing mistake she made.

Helpful links:

• Triggers® Brand Consulting – https://triggers.com/
• Leslie's article in Harvard Business Review - https://hbr.org/2021/02/advertisers-skip-the-platitudes-in-2021