My guest today is Will Leach, founder of Mindstate Group and a leading expert in behavioral science and decision-making. Will previously led PepsiCo's behavioral science lab and has worked with brands including PepsiCo, Disney, Mars, Capital One, and 7-Eleven to better understand why customers choose and how leaders can make smarter decisions. 

He's also the best-selling author of Marketing to Mindstates, and advises executive teams on behavioral science, AI-powered insights, and growth strategy.

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