When a PepsiCo-trained behavioral scientist crashes the studio, things get weird…and wildly useful. In this episode, Will Leach walks us through the emotional math behind why customers buy, why brands plateau, and why most marketers have their goals entirely backward.

We dig into why value ≠ "saving money," how DiGiorno tricked America by anchoring against delivery pizza, why buyers change personalities between Monday and Friday, and the surprising reason your brand matters way less than you think.

Come for the spicy takes on Coke vs Pepsi, stay for the "Batman vs Utility Belt" analogy that will permanently change how you write ads.

If you've ever wondered why your logical pitches flop, why people buy cowboy hats during burnout, or how to outmaneuver giants without outspending them — this episode is a masterclass in real human behavior, not the stuff your personas pretend.

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CoHost: Nate Lagos

Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

CoHost: Sarah Levinger

Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg