People don’t make decisions with their conscious mind, but on instinct. Leslie Zane shows that to grow a brand, business, or even a social movement, traditional persuasion tactics fall short. Instead, you must connect to the instinctive mind. And to do this, you need to understand the science of consumer choice and employ techniques that work with a person’s brain. Zane uncovers the hidden network of connections that dictates the snap decisions we make and cracks the code on how to influence it. With a revolutionary set of rules for expanding the network, Zane shows us how to make any idea the dominant instinctive choice. With science as your guide, as well as stories from the world’s most successful brands from McDonald's and Lululemon to the Yankees and Taylor Swift, you'll learn to supercharge your growth and make whatever you’re selling the first choice for any audience.