Introduction of an expert


As a strategic planner in global advertising agencies, Matthew spent the first half of his career working in Europe, Asia, and North America trying to change what people thought about his clients’ brands.  In 2006, after interviewing the famous decision scientist, Barry Schwartz, author of The Paradox of Choice, he realized that to really help his clients he needed to understand how people arrive at their choices. In 2008 he persuaded the agency he worked for to set up the Institute of Decision Making, a think tank that acted as a bridge between marketing practitioners and academics studying decision making.

His book, The Business of Choice was published in 2015 and won Marketing & Sales Books “Marketing Book of The Year” and the American Marketing Association’s prize for best books in marketing.  The second edition was published in 2020 and was a medalist in the Axiom Business Book AwardsThe Business of Choice has been published in five different languages, including Chinese and Spanish.

Matthew now runs his own consultancy, The Business of Choice, and works with a mixture of Fortune 500 companies, start-ups, and NGOs.  When not consulting, he is either cycling the hilly terrain surrounding San Francisco, observing birds and their behavior, or determinedly trying to improve his Italian.

Languages: English



Work highlights

Introduction of an expert
  • Matthew Willcox
  • Founding Partner, The Business of Choice
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