Will Leach

Will Leach is the author of "Marketing to Mindstates." He has experience applying behavioral science in the retail field and has created a framework of 18 mindstates for marketing purposes.

Leach emphasizes the importance of understanding consumer behavior and psychology in marketing strategies.

He has developed a website to supplement his book, offering additional resources and book recommendations to readers.

Leach's work focuses on connecting behavioral economics to practical marketing applications, aiming to provide marketers with tools to better understand and influence consumer decision-making processes.

His approach combines insights from psychology, behavioral science, and neuroscience with marketing principles.