William Leach

CEO

The Mindstate Group

Will Leach is the founder and CEO of the Mindstate Group.  The Mindstate Group provides behavioral science-based tools and resources to help you build consistently effective marketing creative that drives people to listen, care and act.  Will and his team work with the world’s largest brands to solve their biggest behavioral challenges.   

Will has over 25 years of behavioral insights experience, including running PepsiCo’s behavioral research lab, and is a behavioral design instructor at the Cox School of Business BLC at Southern Methodist University and Texas A&M’s Human Behavior Lab. Will is also the author of the best-selling book “Marketing to Mindstates: a Practical Field Guide to Applying Behavioral Design to Research and Marketing” and a 2-time winner of the EXPLOR Award for behavioral science research innovation.

Will is an expert in using behavioral psychology to optimize marketing creative and is a frequent contributor to Forbes writing about behavioral economics and behavioral marketing. 

You can learn more about Will and The Mindstate Group at https://www.mindstategroup.com