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The Business of Choice: Marketing to Consumers' Instincts, by Matthew Willcox
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Book Description:
If you understand how people make decisions you can make your brand the instinctive, intuitive, easy choice!
- Discover powerful new ways to simplify and guide consumer decisions
- Gain actionable insights into how social influence, feelings about the future and comparisons make choices intuitive;y easy -- or more difficult.
- See how the often-surprising findings and latest thinking from neuroscience, evolutionary psychology, and the behavioral and social sciences can help your business
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 Decision Making. Willcox explains why we humans often seem irrational, how marketers can tap into the same evolutionary drives 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, to increase the chances of them choosing your brand or business.
Today, your customers face more choices, 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 smartphones 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.
- LEVERAGE THE LATEST FINDINGS FROM BEHAVIORAL SCIENCE -- How advances in behavioral science can reshape your approach to marketing and brand strategy
- MAKE IT EASY--FOR MIND AND BODY -- Appeal to humans' deep innate desire to conserve physical and mental energy
- PUT THE NON-CONSCIOUS MENTAL SHORTCUTS THAT PEOPLE USE TO WORK FOR YOU -- See how familiarity, sequencing, context, comparison, and affirmation can make people's decision to choose your product intuitive
- RETHINK YOUR RESEARCH FOR GREATER ACCURACY AND EFFECTIVENESS -- Understand consumers' behavior even when they can't tell you what they'll do (or why they'll do it)
The Business of Choice will be an invaluable resource for all sales and marketing executives, strategists, agency professionals, and everyone in MBA-level marketing classes or programs.
- Sales Rank: #881331 in eBooks
- Published on: 2015-02-20
- Released on: 2015-02-20
- Format: Kindle eBook
Review
"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 human beings make choices-- 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"How human beings make decisions is complex and fascinating, and nobody brings it to life quite like Matthew Willcox. His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. And that's everyone in business."
Matt Williams, CEO, The Martin Agency"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. The result is a fascinating read."
Adam Alter, Associate Professor of Marketing, NYU Stern School of Business, and NYT best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave
"The Business of Choice shines a light on the deep human truths that have driven behavior for millions of years. Incorporate these into your marketing, and you will be tapping into something truly fundamental for your brand."
James Hallatt, Global Head Oral Health Category, GSK
From the Back Cover
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About the Author
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. 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.
Most helpful customer reviews
5 of 5 people found the following review helpful.
My highlighter ran dry (Seriously!)
By LondonLover
As a CEO of a Silicon Valley Startup, Mr. Willcox's excellent book has become required reading for my entire team. Sharp, insightful, and full of unique examples backed by solid science, The Business of Choice describes how we (humans) make the choices we do. Real "actionable" intelligence here that will help the butcher, baker, and candlestick maker. It will ALSO help the banker, investor, marketeer, venture capitalist and the entrepreneur. Mr. Willcox has done a terrific job illustrating the principles that have reliably driven behavior for millions of years.
The Business of Choice also happens to be seriously entertaining. Packed with real-world examples of every-day decisions that each reader can identify and relate to in their own lives, Mr. Willcox's well-crafted narrative effectively fires the imagination. It has been over a month since I turned the last page and I still find myself talking to colleagues, associates, and customers about many of the principles covered in this book. Powerful stuff if you are building a brand, selling a product, or seeking to influence and inform. In a world where everyone seems to spend their time seeking and "edge," I think I've found one. Bravo.....
4 of 4 people found the following review helpful.
Solid, well referenced and complete book
By Mark P. McDonald
The business of choice is a late in the publishing cycle of Marketing and Neuroscience. Books such as Think Fast, Think Slow, Why we Decide and the Dan Ariely books have covered much of this ground before. The Business of Choice does a good job bringing these and other more academic papers into focus, lending it well to a student of the subject rather than someone who wants a quick read in order to sound smart. This may not be the first book I would recommend, Arielly's work is much more accessible, but The Business of Choice provides depth and a marketing perspective that these other books lack.
Strengths
The Marketing perspective is one of the strengths of the book. Willcox discusses brain science from this perspective in a clear and almost clinical way. The results is a series of short chapters that help the non-marketing oriented person understand both marketing and the brain.
Completeness is another strength of this book. Willcox has researched and cross referenced the book well highlighting studies and providing paper references that few offer.
The chapters are short, clear and provide useful recaps at the end. This is a book that is easy to read, particularly if you focus on the first sentance of each paragraph and then read particular paragraphs of interest.
Challenges
The book is rather dry in its tone. It is more of an explanation than telling a story or advancing an argument. You will have to work at it in some parts to get the value of particular chapters, but its well worth it.
Overall, a solid addition to anyone who has been studying or interested in the connections between brain science, consumerism and marketing
4 of 4 people found the following review helpful.
Not just for marketers
By Maria
Matthew Willcox is the real deal. He provides us with a complete and astonishing overview of how humans arrive at decisions. He starts the book by outlining that our decisions shape us; how we choose defines who we are. Like a master chef peeling an onion, he folds away layer after layer, exposing all the dark musty corners of our brains that aren’t used to seeing much light. Then he takes that information and brings it to life by giving us examples (many from his own life and experiences). He has an ability to see connections where others don’t, and has a knack for describing those in a way that is simple, complete and refreshing; he basically makes us see things with new eyes.
Willcox weaves science into the book, but instead of thinking about science as merely a way to quantify or validate his conclusions, or as limiting/constraining, Matthew paints the science he presents as inspiration; as a way to advance ideas.
Willcox also has a very compelling voice, presenting his ideas to us with a healthy dose of self-deprecating wit. This book is aimed at marketers; people who sell stuff to others. I believe this book is a great resource for those who create stuff for people as well; writers, illustrators, designers, architects…anyone interested in how people make decisions.
See all 35 customer reviews...
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