The Business Of Choice


Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice.

Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Book ImageDecision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so that they continue to choose your brand or business.

Today, your customers face more choices than ever, through more channels, in a world that seems to move faster then ever. To successfully influence those choices, marketers need to understand how humans choose.

The work of thousands of decision science researchers around the world seeks to provide the answers to this. In The Business of Choice, Matthew Willcox makes sense of the science and helps you apply it to your own marketing and brand strategies.

Willcox illuminates how the brain’s decision-making systems have been evolving for millions of years, and shape consumer choices about everything from toothpaste to clothing to iPhones and retirement plans. You’ll discover how, even if the choices people make sometimes seem irrational, they make sense if seen through the lens of human nature. You’ll see how understanding this, and aligning your products and brands with the way humans naturally decide is the key to making your brand or business a natural choice.


> The insights that Matthew brings about how we really make choices are interesting and relevant to anyone working in marketing or selling, but are even more astonishing and invaluable to anyone with the remotest curiosity about the human condition.” Alan Jope, President, Personal Care, Unilever
> Matthew Willcox bridges the practical and academic worlds of marketing better than anyone I know. In The Business of Choice, he lucidly explains what marketing practitioners can learn from marketing academics—and vice-versa—and makes an excellent case for strengthening the ties between the two disciplines. The result is a fascinating and charming read. Adam Alter, Associate Professor of Marketing, NYU Stern School of Business, and New York Times best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave
> Understanding how it is that human beings make choices—the complexity of inputs, the  evolutionary success factors, and the cognitive processes—makes for fascinating subject matter. Matthew’s experience in advertising and his understanding of the science of decision making come together here to make for an insightful and incredibly useful tool. Jennifer Sey, Global CMO, Levi’s, and author of Chalked Up

Matthew Willcox is Founder and Executive Director of the Institute of Decision Making, a part of FCB, a global and fully integrated market­ing communications company within the Interpublic Group of Companies, IPG. The Institute of Decision Making is a unique offering, charged with bringing the findings from scientists who study human behavior and how people make choices into the practice of marketing. Matthew has more than 25 years of brand strategy experience throughout Europe, Asia, and North America.matthew_willcox 2
Over that time he has helped organizations such as Levi Strauss and Co., Electronic Arts, Hilton Worldwide, Unilever, Nestle, Shell and GlaxoSmith­Kline get their products chosen. In the process, he has helped his clients win eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the Food and Drug Administration and is a frequent speaker at business schools and at marketing and communication events, including the Cannes Lions in 2010, 2011, and 2013.