Why the person who buys is not always the person who matters most | Leah Wise | TEDxBrownsville

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When Leah opened her personal injury law firm, she marketed to everyone. When she narrowed her focus instead, speaking directly to women, then specifically to Latinas like her, her client base didn’t shrink. It grew, carried by people who had never heard of her but trusted someone who had. Drawing on research into trust transfer and the social dynamics of Latino consumer decisions, she introduces the idea of the “Trust Holder”: the person whose word moves an entire network before a single sale happens. This talk blends a personal business story with cited research and lands on a practical reframe for how companies think about marketing and growth. Leah Wise was born and raised in Primera, Texas and graduated from Harlingen High School in 2008. Upon graduation from high school, Leah attended The University of Texas at Austin where she graduated in 2012 with a Bachelor of Science in Political Communication and a concentration in women's and gender studies. Leah obtained her Doctor of J

Tags: Business, English, Marketing, TEDxTalks, [TEDxEID:66803]