Executive Director, Institute of Decision Making at FCB
“The brain science behind the best innovations”
In this session Matthew Willcox, author of “The Business of Choice: Marketing to Consumer’s Instincts”, a book that explores what we’ve learnt from behavioral science reveals how people make choices, applies this understanding to show what makes innovations successful. When looking at innovations he asks two questions. How does it tap into human nature? How does it align with how the human brain guides our choices? He believes when innovations do this in creative and intuitive ways, they can do what innovations should do — transform behavior.