VISUALS BY IRIS DENG.

After having spent over 20 years in Corporate America, Will left PepsiCo in 2012 to chase his dreams of opening a behavioral science-focused marketing research - TriggerPoint. In 2017 Will accidentally found out that he had the basic elements required to write a book, so he did just that. In 2018 he released Marketing to Mindstates. Because of the books’ success, he formed a new company called Mindstate Group. Mindstate Group offers behavioral science tools to help brand managers and planners develop marketing creative that gets people to listen, care, and act.

Important links

• Say hi 👋 to Will:

  LinkedIn | Twitter | Mindstate Group | Forbes Council

• Institute for the Future

• BJ Fogg

• Trade-offs between exploitation and exploration

• Brand equity

• The Science of Motivation

• Regulatory Fit/Focus

• E. Tony Higgins

• Prevention and Promotion Motivation

• Goal Theory

• Applied Behavioral Economics Certificate Program (Human Behavior Lab)

• Mindstate Marketing Workshops