“We’re all in the business of choice”Matthew is the author of “The Business of Choice: Marketing to Consumers’ Instincts” (Pearson FT Press), winner of Sales & Marketing Books “Marketing Book of The Year 2016”, and the American Marketing Association Berry Book Prize for best books in marketing. His book investigates what behavioral science and neuroscience can teach us about how people naturally choose, and how practitioners can align their programs with human nature. He runs a behavioral insights and choice architecture consultancy that is appropriately called The Business of Choice.Previously, Matthew was Founder and Executive Director of the Institute of Decision Making, a group that brings findings from scientists who study human behavior and how people make choices into the practice of advertising and marketing.Matthew is fascinated by how intuitions and emotions drive human choice and behavior. In his talks and workshops he shows how the most effective ideas tap in to human nature at an instinctive level.He has more than 20 years of brand strategy experience throughout Europe, Asia, and North America. Over that time he has helped organisations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestle, Shell and GlaxoSmithKline get their products chosen, and in the process, helped his clients win eight Effie Awards.He has acted as an expert on behaviour change for the US Food and Drug Administration anti-smoking programs, and for NGOs in areas that include sexual and reproductive health and healthy eating for kids. He is a frequent speaker at business schools and at marketing and communication events, including Most Contagious, the Cannes Lions in 2010, 2011, 2013 and 2015, and was one of the keynote speakers at the inaugural global Social and Behavior Change Communication Summit in Addis Ababa in 2016.Matthew grew up in Ireland, is married to an Italian and lives in San Francisco.Contact a speaker booking agent to check availability on Matthew Willcox and other top speakers and celebrities.