A New Perspective On Tapping Retail Potential

Leslie Zane, CEO of Triggers Growth in Armonk, New York, is a growth strategist. She has a unique philosophy—that every brand has untapped growth potential. Her work over the past 25 years demonstrates that even mature retailers can experience new waves of topline growth. However, in order to do that, they must manage consumers’ instinctive choices. Approximately 95% of purchase decisions are made in the subconscious mind—on instinct. Zane explains that the key to accelerating growth is to grow a brand’s positive associations and become the dominant instinctive choice. According to Zane, a brand’s associations, both conscious and subconscious, are much more easily influenced than any of us imagine. “If you think about it,” she explains, “retail growth doesn’t really take place on the internet or on store shelves. It takes place in the subconscious mind of prospective customers. That’s where the battle for brand dominance really occurs.” Read more at Forbes.