Episode
S3.E2: From Mind States to Messaging, with Will Leach
- Podcast
- Bullhorns and Bullseyes
- Published
- May 12, 2026
- Duration seconds
- 2944
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Summary
Tom and Curtis welcome back Will Leach, best-selling author of Marketing to Mind States and founder of the Mindstate Group, for a deeper dive into how behavioral psychology and neuroscience should shape the way marketers think, message, and measure. Building on their previous conversation, this episode moves from theory toward practice, examining why even the most intellectually convinced marketers default to feature-first thinking the moment they sit down to write copy or plan a campaign…completely misaligned with the psychology of the buyer. This episode builds and expands upon the themes from episode 1: why marketing drifts, why mirror marketing fails, and why AI can be a false prophet if it’s amplifying the wrong things. How do you know what the right things actually are? Tune in to find out, as Will demonstrates how customers make purchase decisions…and teases our next lesson: How you can find out how your customer truly feels! N.B.: Learn more and get the book Connect with Will on LinkedIn Let’s continue the conversation on our Substack ! And please remember to subscribe so you never miss an episode! Takeaways: The brain’s filter—the reticular activating system —blocks most marketing before it ever reaches conscious awareness; only pain points and genuine aspirations get through. Marketers understand consumer psychology as individuals but abandon it when thinking as providers, defaulting to feature comparisons instead. Short-term revenue accountability is the structural reason most marketing stays shallow; optimizing for measurable metrics crowds out deeper customer understanding. Large language models are trained on the world’s data, not your customer’s—what they return sounds good but is essentially a very confident average. Temporal landmarks —predictable mome…