Every organization’s success is down to one thing – making it easy and rewarding for people to make the choices you need them to make. The Business of Choice is a behavioral insights and choice architecture consultancy that helps organizations make these choices align with how people naturally choose.
Matthew Willcox, founding partner, is one of the pioneers of the application of behavioral science insights to the practice of marketing. His book The Business of Choice – Marketing to Consumer's Instincts was named M&SB’s "Marketing Book Of The Year and winner of the American Marketing Association’s prestigious Berry Book Prize in 2016.
Prior to setting up The Business of Choice, Matthew founded and ran the Institute of Decision Making, a think tank that served as a bridge between marketing practitioners and scientists who study behavior and choice.
Matthew has over 25 years brand strategy experience, and has helped organizations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestlé, Shell and GlaxoSmithKline get their products chosen, and in the process, has won eight Effie Awards. He has also acted as an expert on behavior change for the US Food and Drug Administration anti-smoking programs, for consumer, B2B and healthcare companies, and for development organizations tackling stubborn problems in the area of sexual and reproductive health. He speaks frequently speaker at marketing and communication events, including El Sol in Madrid, Most Contagious in London, and the Cannes Lions
Cannes Lions International Festival of Creativity – IF,
Milan – Branded Content Marketing Association,
Madrid – Most Contagious,
London – Fuels Institute Annual Conference,
Indianapolis and Denver – Social Behavior Change & Communication Summit
Addis Ababa – Advertising Week,
New York – Behavioral Science Marketing Conference,
San Francisco – Advertising Research Foundation Annual Conference,
New York and Palo Alto – El Sol!, Bilbao – Shopper Brain Conference,
Amsterdam – American Marketing Association Summer Conference,
The business of every organization is to get people to make the choices that support its objectives. So understanding how people choose, and applying these to your marketing is critical. Our customized workshops help marketing, innovation and sales teams understand the non-conscious factors that guide their customers’ choices, and kick start the process of developing solutions that use this understanding. Extensive pre-planning with stakeholders ensures the workshops are focused on the most productive aspects of human decision making for the client’s business. Workshops are offered to organizations, and through affiliated marketing associations, individual marketers. These are fun, engaging and creative sessions that also help attendees understand their own decision making processes.
"This is a must attend workshop for every marketer. Matthew’s deep understanding of human psychology and depth of experience with marketing challenges makes him a great guide to discover how people make decisions in everyday life."
-Roberto Lobetti Bodoni, Head of Marketing - Entertainment Content at Sky Italia
"The workshops around decision making that Matthew leads are truly eye opening. They get at the heart of how we as human beings make decisions. Beyond marketing plans and strategies, he gets at what motivates us at our core. The result is revolutionary ways of thinking about the consumer journey and how your brand can intersect and influence choice."
-Jen Sey, Global CMO Levi Strauss and Co.
How people choose is a fascinating topic in its own right, and one that is critical to marketers. Matthew Willcox, founding partner of The Business of Choice gives a wide range of talks that cover choice, influencing decisions, creativity and innovation adoption that can be customized for specific industries and audiences.
Matthew has talked at numerous sales and marketing summits and conferences, and at leading venues as different as the United Nations Center for Africa in Addis Ababa, The Stage at the Times Center,
New York and the Debussy Stage at Cannes.
"At the end of our partners summit, the president of one of our newest partners said: 'I enjoyed all the speakers, but Matthew's 45 minute talk alone was worth my 3 days of being here. I was so transfixed with what he was saying I didn't want to look down and take notes.'For a president of a global company who took a chunk of time out of his busy schedule to say 'that alone was worth my 3 days here' was validation of the event and your discussion. We heard similar such comments across our partner spectrum."
Ben Schlosser, CMO, Richard Childress Racing (RCR)
"Matthew's talk was a fantastic overview for our clients. It really crystallized a lot of the theory we have been trying to instill over the past few years. In fact one of our senior clients commented that it was one of the most enlightening marketing talks they had ever seen!"
Brett Morris, Group CEO FCB Africa
"The Business of Choice: Marketing to Consumers’ Instincts" has been published in English, Chinese and Spanish. It was named Marketing & Sales Books "Marketing Book of The Year 2016", and winner of the prestigious American Marketing Association Berry Book Award. The Spanish language version was also one of 10 finalists for KnowSquare’s business book of the year, 2016.