The Business of 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

“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 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

“There are many great reasons to choose this book, all of which you’ll understand better by the time you get to the end of it.”
—Mark Barden, Partner, eatbigfish, and author of A Beautiful Constraint