Will Leach

Will Leach is the founder of Mindstate Group, where he helps leaders understand why customers choose and how to build decision confidence through behavioral AI. A behavioral research expert and marketing strategist, Will previously led PepsiCo’s Behavioral Science Lab and now advises executive teams across industries. His work applying behavioral science to brands like PepsiCo, Mars, Capital One, 7-Eleven, and Disney has helped leaders uncover the psychological drivers behind growth, brand loyalty, and strategic clarity.

He is the best-selling author of Marketing to Mindstates, which reached #1 in six Amazon categories and introduced a practical framework for understanding the psychological states that drive customer decisions. Today, Will works with executive teams to uncover the behavioral drivers behind growth, brand loyalty, and strategic clarity.

Will speaks and advises on behavioral science, AI-powered insight, and how leaders can make smarter decisions in uncertain markets.