Beteendeekonomi

Why organisations work with Jonah Berger He has built two operating frameworks, STEPPS for word of mouth and REDUCE for overcoming resistance, that translate directly into product, marketing and change decisions rather than sitting at the level of theory. The research base is unusually deep for a commercial speaker: 80+ peer-reviewed articles, much of it using natural language processing on real consumer and organisational text, not anecdote. His client work spans Apple, Google, Nike, Amazon, GE, Moderna, Facebook and the Gates Foundation, which means the frameworks have been pressure-tested across consumer brands, platforms and mission-driven organisations. Contagious won the Berry-AMA Book Prize for the best book in marketing, the field’s most credible peer recognition. He addresses two distinct buyer problems with one body of work: how things spread (marketing, product, communications) and how to move people who do not want to move (change, transformation, sales). Biography highlights Marketing Professor at the Wharton School, University of Pennsylvania. PhD in Marketing, Stanford Graduate School of Business; BA Stanford. Author of Contagious, Invisible Influence, The Catalyst and Magic Words; books published in over 35 countries. Berry-AMA Book Prize for Best Book in Marketing (Contagious). Wharton Iron Professor Award for faculty research; recognised by the American Marketing Association as a top-five most productive marketing researcher. Research and commentary featured in The New York Times, Wall Street Journal, Harvard Business Review and NPR. Biography Most attempts to change behaviour rely on more pressure: more advertising spend, more incentives, more internal communication. The research suggests the opposite often works better. Removing the friction that holds people in place changes more behaviour than pushing harder against it. That argument sits at the centre of Jonah Berger’s work as a marketing professor at the Wharton School. His book The Catalyst sets out a five-part model, REDUCE, for identifying and dismantling the specific barriers that stop customers, employees and citizens from changing their minds. It is paired with the earlier STEPPS framework from Contagious, which names the six factors that make products and ideas spread. The academic foundation is substantial. Berger holds a PhD in Marketing from Stanford and has published more than eighty peer-reviewed articles, much of it applying natural language processing to large bodies of consumer and organisational text. Contagious won the Berry-AMA Book Prize for the best book in marketing. Invisible Influence and Magic Words extend the same methodology into social influence and the language of persuasion. The frameworks have been used inside Apple, Google, Nike, Amazon, GE, Moderna, Facebook and the Gates Foundation. The value to a senior team is the same in each case: a defensible, named model for two questions that boards and chief marketing officers ask repeatedly, why some things spread and others do not, and why people resist change even when the case for it is sound. Key speaking topics Word of mouth and viral marketing Behavioural science in commercial strategy Change and persuasion Consumer behaviour and decision-making Language and influence Social influence and choice architecture Branding and customer engagement Ideal for Chief marketing officers and brand leadership teams setting strategy on growth, virality and customer engagement. Transformation and change leaders running programmes where employee or customer resistance is the binding constraint. Sales and revenue leaders looking to apply behavioural science to pricing, messaging and conversion. Product and innovation teams working on adoption of new offerings. Audience outcomes A working knowledge of the STEPPS framework and how to apply each principle to a current product, message or campaign. The REDUCE model as a diagnostic for stalled change, with the five categories of resistance named and addressable. Specific language techniques from Berger’s natural language processing research that shift persuasion outcomes. A sharper read on which behavioural levers genuinely move customers and employees, and which ones do not. Concrete examples drawn from consumer brands, platforms and mission-driven organisations Berger has worked with.

Why organisations work with Jonathan Gabay He writes the textbooks the field uses. Brand Psychology (Kogan Page) and Practical Digital Marketing and AI Psychology (Routledge) are professional references, not bureau-circuit titles. He reads brand crises in real time on BBC, CNN, Bloomberg and Sky, which means his commercial diagnosis comes from sustained exposure to live reputational damage, not case-study retrospectives. He treats AI in marketing as a trust problem, not an automation problem, and connects ethics, prompt engineering and consumer psychology in one argument senior marketers can act on. His Saatchi & Saatchi Direct origin is creative, not academic, so the strategic frame stays tied to what actually moves a customer. Biography highlights Author of Brand Psychology (Kogan Page) and Practical Digital Marketing and AI Psychology (Routledge, 2024), professional textbooks used by marketing students and practitioners. Former Group Creative Head, Saatchi & Saatchi Direct. Fellow of the Chartered Institute of Marketing and accredited brand journalist. Senior lecturer in crisis management and prompt engineering; teaching record at the London School of Economics, Management Centre Europe and Newport University. Course leader on digital psychology programmes for the Chartered Institute of Marketing and the Direct Marketing Association of Northern California. Regular media commentator on branding, political PR and AI for BBC (including Newsnight), CNN, Bloomberg, Sky, Channel 5 and ABC. Biography Most brands now compete on a question they have not faced before. Not how to reach an audience, but whether anyone still believes the message when they get it. Generative AI has industrialised marketing output and consumers have responded with a sharper, quieter scepticism that no media spend can buy past. Jonathan Gabay has spent three decades on the inside of that question. He started in creative work at Saatchi & Saatchi Direct, where he became Group Creative Head, then moved into the analytical side of the same problem. Brand Psychology (Kogan Page) sets out how social psychology, cognitive science and neuroscience explain why consumers trust some brands and abandon others, and what CEO reputation does to both. His 2024 Routledge textbook Practical Digital Marketing and AI Psychology extends the argument into the AI era. The book is used as a professional reference by marketing students and practitioners, and treats AI not as a productivity tool but as a force that changes the psychological contract between brand and buyer. He teaches the same material as a senior lecturer in crisis management and prompt engineering, with course work at the London School of Economics, the Chartered Institute of Marketing and the Direct Marketing Association of Northern California. The commentary record matters because it is unusually current. BBC Newsnight, CNN, Bloomberg, Sky and Channel 5 use him to read live brand and political PR crises as they unfold, which is why the keynote material is closer to a working diagnostic than a finished case study. Key speaking topics Brand psychology and consumer trust AI ethics in marketing communications Digital trust and online consumer behaviour Crisis communications and brand reputation Political PR, propaganda and persuasion Prompt engineering for marketers CEO reputation and brand storytelling Ideal for CMOs, brand directors and marketing leadership teams rebuilding trust under AI Communications, PR and corporate affairs leaders facing reputational risk Boards and executive teams of consumer-facing brands Marketing and brand functions integrating AI into customer-facing work Audience outcomes A working model of how consumers form trust in brands and what AI changes about it A clearer view of where AI use crosses the ethical line that customers actually punish Sharper diagnosis of brand and reputation crises drawn from live media cases A practical reading of where prompt engineering and marketing psychology meet Confidence to make defensible commercial calls on AI in marketing communications

Why organisations work with Katherine Templar-Lewis She brings the science of uncertainty into the room with an evidence base, not a metaphor. The Uncertainty Experts, the programme she leads as chief scientist, was built with University College London and is one of the few interventions on the topic with published validation. Her material is designed to land on commercial teams, not academic audiences. She has translated the same research into work for Apple, LEGO, Nike, Volvo, Nestle and TikTok. Co-author of The Uncertainty Toolkit with Sam Conniff (Pan Macmillan), giving leaders a named, citable framework rather than a generic talk on resilience. A serious media operator: BBC, Sky News, NBC, CNN, Radio 4 and The Today Show, with coverage in The Guardian, The Telegraph, The Times and New Scientist. Boards get a communicator who can hold a stage and a camera. Co-founder of Kinda Studios, a neuroscience studio that runs applied research with UCL and Goldsmiths. The work she presents from the stage is the work she is doing with clients during the week. Biography highlights Cognitive scientist; co-founder and director of Kinda Studios, a creative neuroscience studio. Lead scientist and co-creator of The Uncertainty Experts, an interactive documentary developed with University College London and Sam Conniff. Co-author of The Uncertainty Toolkit, published by Pan Macmillan. Co-host and executive producer of Beyond 5 Senses, an Audible Originals neuroscience series. Research collaborations with UCL and Goldsmiths; programme research validated in association with The Royal Society and CIPD. Recurring science contributor on BBC, Sky News, NBC, CNN, Radio 4, The Today Show, The One Show and Start the Week. Speaker and consulting work with Apple, LEGO, Nike, Volvo, Nestle, Netflix and TikTok. Biography Most leadership advice on uncertainty stops at metaphor. Katherine Templar-Lewis works on the underlying mechanism, the cognitive and neurological systems that decide whether a senior team holds its nerve, narrows its focus or freezes. As co-founder of Kinda Studios and lead scientist on The Uncertainty Experts, she has built one of the few evidence-based programmes on the subject, developed with University College London and validated in association with The Royal Society and CIPD. The work has commercial reach because the science is translated, not diluted. The Uncertainty Toolkit, her book with Sam Conniff for Pan Macmillan, sets out the operating moves leaders can make when conditions are unstable: how to read their own physiology, how to choose between options without false confidence, how to keep teams committed when the picture keeps changing. Apple, LEGO, Nike, Volvo, Nestle and TikTok have used the same material inside their own organisations. She is also a confident communicator outside the academic register. As co-host and executive producer of Beyond 5 Senses on Audible, and as a recurring contributor across BBC, Sky News, NBC, CNN and Radio 4, she has spent years turning research into language that an audience can use the next morning. New Scientist has called her approach radically optimistic, which is unusual in a field that tends toward warnings. What she gives an executive audience is a more accurate map of what their own brains are doing during a hard quarter, and a small set of tools that hold up when the data does not. Key speaking topics Decision-making under uncertainty Applied neuroscience for leaders Team performance and connection Cognitive resilience and recovery Neuroaesthetics, creativity and wellbeing Behaviour change and organisational learning Ideal for Executive teams and boards working through prolonged strategic uncertainty CHROs and people leaders rebuilding team resilience after sustained change Innovation, brand and customer experience leaders interested in neuroaesthetics Leadership development programmes for senior cohorts Audience outcomes A working understanding of how the brain handles uncertainty, and what that means for senior decisions Named techniques from The Uncertainty Toolkit that leaders can apply to their own routines Sharper recognition of the team behaviours that signal cognitive overload before performance drops A more confident posture toward ambiguity, grounded in research rather than mindset language

Why organisations work with Ken Hughes His Blue Dot Consumer framework gives leadership teams a named model for the modern consumer – one who places themselves at the centre of every interaction and expects brands to be instant, personal, and emotionally authentic. It replaces vague customer-centricity language with a concrete diagnostic tool. Taylormaking, his 2025 book, uses Taylor Swift’s 12 studio albums as a structured analytical framework for brand intimacy – demonstrating how emotional loyalty, tribal belonging, and values-led branding operate in practice and what that requires from commercial strategy. A career spanning strategy consulting at Accenture, consumer insight at Nielsen, and 25 years as CEO of Glacier Consulting gives him a rare combination: analytical training in how consumers behave and sustained practical experience of what actually shifts in boardrooms. Named by CX Network among the Top 50 CX Leaders to Follow in 2025 and the Top 50 AI Leaders in CX to Follow in 2026, he brings an externally validated, current perspective on where consumer expectations are heading – not where they have been. His interdisciplinary base – consumer psychology, behavioural economics, digital anthropology, and cyberpsychology – lets him explain brand decisions as outcomes of human behaviour, not just marketing choices. That distinction is particularly valuable in conversations with senior leaders who have grown sceptical of CX as a function. Biography highlights CEO and founder of Glacier Consulting, a consumer insight agency whose clients include Coca-Cola, IKEA, AXA, Unilever, Walmart, Google, Microsoft, and PayPal Former Strategy Consultant at Accenture and Manager of Consumer Insight at Nielsen Part-time lecturer in Consumer Behaviour at University College Cork Author of Taylormaking: A New Era of Modern Branding and Customer Connection (2025), a CX strategy book structured around Taylor Swift’s 12 studio albums TEDx speaker at TEDxUniversityofNicosia; talk has received more than 100,000 online views Named by CX Network among the Top 50 Customer Experience Leaders to Follow in 2025 and Top 50 AI Leaders in CX to Follow in 2026 Biography Customer loyalty has become harder to earn as the expectations of consumers – particularly Gen Z and Gen Alpha – have shifted from satisfaction to emotional belonging. Ken Hughes built Glacier Consulting around one persistent question: why do people buy, and what does that mean for how brands should behave? After earlier careers as a strategy consultant at Accenture and a consumer insight manager at Nielsen, he has spent more than two decades embedding behavioural science into commercial practice. His named concept, the Blue Dot Consumer, gives organisations a specific model for the modern customer – one who treats themselves as the centre of every interaction, expecting brands to be instant, personal, and emotionally intelligent. That framework, rooted in consumer psychology, digital anthropology, and behavioural economics, underpins both his consultancy work and his keynote practice across five continents. His 2025 book, Taylormaking, extends that argument into a structured analysis of brand intimacy, using Taylor Swift’s 12 studio albums as a framework for understanding emotional loyalty, tribal community, and values-led leadership. It is a useful index of how Hughes works: making the mechanisms of consumer psychology legible and commercially actionable for leadership audiences well beyond the CX function. A part-time lecturer in Consumer Behaviour at University College Cork and named by CX Network among the Top 50 CX Leaders to Follow in both 2025 and 2026, Hughes speaks more than 80 times annually. His client roster – spanning Coca-Cola, Unilever, Walmart, Google, Microsoft, and PayPal – reflects both the breadth of sectors in which his behavioural arguments apply and the seniority of the audiences he typically addresses. Key speaking topics Consumer psychology and shopper behaviour Customer experience strategy Brand connection and emotional loyalty Generational consumer shifts – Gen Z and Gen Alpha AI and the future of customer experience Creativity and innovation in commercial culture Ideal for CMOs and marketing leaders focused on building brand loyalty in a competitive, AI-influenced landscape Customer experience leaders navigating the shift from transactional to emotionally driven consumer relationships Senior commercial and retail leaders seeking behavioural insight into how younger consumer cohorts make brand decisions Transformation and innovation leads rethinking how brands earn and sustain connection with modern audiences Audience outcomes A named model – the Blue Dot Consumer – for diagnosing how modern consumers make brand decisions and what they expect from every brand interaction Practical understanding of how emotional loyalty differs from satisfaction, and what organisations must do differently to build it Insight into how Gen Z and Gen Alpha are reshaping brand expectations and what that requires from commercial and marketing strategy Clarity on AI’s role in the future of customer experience – where automation strengthens brand connection and where it risks eroding it A framework, drawn from Taylormaking, for building tribal brand belonging through authenticity, community, and values-led leadership

Why organisations work with Les Binet The 60:40 brand-to-activation framework he co-developed with Peter Field is the most cited effectiveness benchmark in UK marketing strategy. Organisations use it to build a defensible, evidence-based case for long-term brand investment to boards focused on quarterly ROI. His analysis of the IPA Effectiveness Databank covers more than 1,000 case studies across 700 brands, 83 sectors and over three decades of commercial data. No comparable longitudinal evidence base for marketing investment decisions exists in published form. The Share of Search metric he developed gives organisations a free, predictive tool for tracking brand health and anticipating market share movements, validated across automotive, energy and handset categories using publicly available Google Trends data. Research he presented at the 2025 IPA Effectiveness Conference showed that marketing budget is eight times more important than ROI in driving effectiveness. Most CMOs surveyed believed the opposite – a gap his work directly addresses. His grounding in Physics, Artificial Intelligence research and LSE econometrics makes him one of the few voices in effectiveness who can construct, interrogate and critique the statistical models organisations use to evaluate their own campaigns. Biography highlights Co-author of The Long and the Short of It (IPA, 2013) and four further IPA effectiveness reports; has contributed to more IPA Effectiveness Awards papers than any other individual (per the Advertising Association) Former Group Head of Effectiveness at adam&eveDDB; joined BMP account planning in 1987 and remained across all iterations of the agency for more than three decades Recipient of the IPA President’s Medal (2014), the highest honour the UK advertising industry can award Elected IPA Honorary Fellow (2004); Convener of Judges, IPA Effectiveness Awards (2005) Board Advisor, Journal of Advertising Research; named in Campaign Magazine’s “40 over 40” (2023) MA Physics, Oxford; MPhil Artificial Intelligence, Edinburgh; postgraduate Economics (Birkbeck) and Econometrics (LSE) Biography The Long and the Short of It, published by the IPA in 2013, is one of the most-cited effectiveness documents in marketing. Its co-author, Les Binet, spent three decades at adam&eveDDB building the evidence that most organisations structure their marketing investment around the wrong metrics. The research drew on 996 advertising effectiveness case studies across 700 brands, 83 sectors and more than 30 years of IPA Databank data. Its central finding of the “60:40 heuristic” recommended that most consumer brands allocate roughly 60% of marketing budget to brand building and 40% to short-term activation. The report has since been cited in over 70 academic publications and referenced across multiple languages. Binet’s subsequent work has continued to extend the evidence base. The Share of Search metric he developed gives organisations a free, predictive tool for tracking brand health using Google Trends data, validated across automotive, energy and handset categories. At the 2025 IPA Effectiveness Conference, he presented research with Medialab showing that budget is eight times more important than ROI in driving marketing effectiveness. Most CMOs surveyed believed the opposite. He read Physics at Oxford and completed an MPhil in Artificial Intelligence at Edinburgh, later adding postgraduate study in Economics at Birkbeck and Econometrics at the LSE. Elected an IPA Honorary Fellow in 2004, he received the IPA President’s Medal in 2014. He serves as a Board Advisor to the Journal of Advertising Research and consults independently through Binet Consulting. Key speaking topics Marketing effectiveness measurement Brand building versus short-term activation The 60:40 investment framework Share of Search and brand demand indicators Econometrics and advertising evaluation Media effectiveness in digital environments Evidence-based marketing investment strategy Ideal for CMOs and senior marketing leaders making significant media and brand investment decisions CFOs and finance functions reviewing marketing accountability and budget allocation Boards and executive teams evaluating the commercial return on advertising investment Strategy, planning and insight functions in organisations with major advertising spend Audience outcomes A clear, evidence-grounded framework for distinguishing short-term ROI from long-term profit growth, and why the difference matters to boards Practical understanding of the 60:40 brand-to-activation heuristic and how to adapt it by sector, brand maturity and business context A working introduction to Share of Search as a predictive brand health indicator, applicable without specialist tools or budget A stronger internal case for protecting brand investment in organisations under pressure to demonstrate immediate measurable returns Familiarity with the specific effectiveness patterns – reach, share of voice, emotional advertising – that the IPA data consistently identifies as drivers of commercial results

Why organisations work with Liv Boeree She gives boards a vocabulary, “Moloch traps,” for the race-to-the-bottom dynamics they already feel in AI deployment, pricing, and risk-taking, and a framework for naming when their organisation is inside one. Her decision-making content is grounded in nine years as a Team PokerStars Pro and a European Poker Tour championship, not theory. Senior leaders take her seriously on probability, expected value, and tilt because she has earned the right to teach it. She is one of the few speakers who can connect operator-level judgement under uncertainty to the systemic question of how the AI industry coordinates. That range matters for boards trying to hold both perspectives at once. Through Raising for Effective Giving, which she co-founded, she has moved more than twelve million dollars into evidence-weighted causes including AI safety. Her stance on responsible technology is backed by her own capital allocation, not just rhetoric. Her TED main-stage talk on competition in AI gives buyers a known reference point and an audience already primed to engage with the argument. Biography highlights First-class degree in Physics with Astrophysics, University of Manchester. European Poker Tour Sanremo champion and World Series of Poker bracelet winner; nine years as a Team PokerStars Pro. TED main-stage speaker, “The Dark Side of Competition in AI.” Co-founder, Raising for Effective Giving (REG), which has directed over twelve million dollars to high-impact causes. Host of the Win-Win Podcast, applying game theory to AI, climate, and coordination problems. Featured guest on The Jim Rutt Show and Ground Truths with Eric Topol, among other named outlets. Biography The AI industry is in a race that few of its participants would, on reflection, choose to be running. Speed is rewarded, caution is punished, and the incentive landscape pulls each lab away from the safety posture its own people quietly believe in. Liv Boeree calls this a Moloch trap, after the game-theoretic force that turns competition between rational actors into outcomes none of them want. Her route into that argument is unusual. She trained as a physicist at the University of Manchester, then spent nine years as a Team PokerStars Pro, winning a European Poker Tour championship and a World Series of Poker bracelet. Poker taught her a vocabulary for thinking under uncertainty: expected value, calibration, tilt, the difference between a bad outcome and a bad decision. That vocabulary now sits at the centre of how she talks to leadership audiences about judgement. In 2014 she co-founded Raising for Effective Giving, which has channelled over twelve million dollars from the poker community into causes including AI safety, disease prevention, and farm animal welfare. Her TED main-stage talk, “The Dark Side of Competition in AI,” extended the same argument to the largest technology firms: industries can be steered into outcomes the individual players inside them do not endorse, and the only way out is deliberate coordination. Her current work runs through the Win-Win Podcast and a steady cadence of writing and broadcast appearances on AI risk, governance, and how serious organisations should act inside competitive races. For boards and executive teams trying to hold both the operator’s question, what is the right next decision, and the systemic question, what game are we actually in, she offers a rare combined view. Key speaking topics AI race dynamics and Moloch traps Decision-making under uncertainty Game theory for leaders AI safety and alignment Effective philanthropy and capital allocation Probability, calibration, and forecasting Ideal for Boards and executive committees setting AI strategy and risk posture Chief Risk Officers, Chief AI Officers, and heads of AI governance Senior leadership offsites focused on judgement and decision-making under uncertainty Investor and philanthropic audiences weighing high-uncertainty capital allocation Audience outcomes A working definition of Moloch traps and a way to spot them inside their own competitive context. A sharper distinction between a bad decision and a bad outcome, drawn from professional poker practice. A more honest read of where AI industry incentives are pushing their organisation, and where governance can credibly intervene. A vocabulary for talking about expected value, calibration, and risk that travels between the boardroom and the operating team.

Why organisations work with Louis Gudema He has published an award-winning framework for the order in which B2B marketing should be built. The Bullseye Marketing model, set out in a 400-page second edition that won the 2023 Goody Business Book Award for Best Marketing/Branding Book, sequences fast-payback demand programs before brand investment rather than running them in parallel. He has run the playbook himself at scale. Gudema founded Magic Hour Communications, pivoted it from services into an early SaaS business with a Web CMS product, grew it into one of the top firms in its national market, and exited in 2009, so the operating advice is tested against a P&L he owned. He has worked across roughly 200 organisations from IBM down to early-stage MIT spin-outs, which means a CMO or founder gets advice calibrated to the actual stage of their business rather than a generic enterprise template. His MIT Venture Mentoring Service work, including ten consecutive years of the MIT marketing boot camp, gives him pattern recognition on what actually moves revenue for a young technology company versus what wastes founder time. He brings a behavioural-economics layer that most B2B marketers ignore. His brain-science talk applies seven named heuristics (anchoring, authority, availability, liking, loss aversion, reciprocity, scarcity) to live sales and marketing decisions. Biography highlights Author of Bullseye Marketing: How to Grow Your B2B Business Faster, second edition 2023. 2023 Goody Business Book Award winner for Best Marketing/Branding Book; finalist at the Book Excellence Awards; named to Book Authority’s Best Marketing Plan Books of All Time. Founder and former CEO of Magic Hour Communications, an early SaaS firm with the MagicWand Web CMS, sold in 2009. Founder of Revenue & Associates, LLC, a fractional CMO practice for B2B startups and growth-stage companies. Mentor with the MIT Venture Mentoring Service and leader of the annual MIT marketing boot camp, tenth edition in 2024. Contributor to Harvard Business Review, MarketingProfs, HubSpot, VentureBeat, Content Marketing Institute, Chiefmartec, and TechTarget. Biography Most B2B marketing budgets are spent in the wrong order. Brand campaigns get funded before the demand-generation programs that would have paid for them, and the pipeline arrives late. Bullseye Marketing, the book Louis Gudema published in its second edition in 2023, exists to fix that sequencing problem. The framework is built around three concentric rings. Start with the customers and prospects already in the system, where conversion is fastest. Move outward into demand capture and active-buyer programs, search, retargeting, and review sites. Then, with cash flow funding it, invest in the brand and awareness work that compounds over the years. The book won the 2023 Goody Business Book Award for Best Marketing/Branding Book and a Book Excellence Awards finalist nod, and was named one of the Best Marketing Plan Books of All Time by Book Authority. Gudema runs the playbook for a living. He founded Magic Hour Communications, pivoted it from a marketing-services agency into an early SaaS firm built around a Web CMS product, grew it into one of the top three or four firms in its market, and exited in 2009. He now operates revenue & associates as a fractional head of marketing, and has worked with roughly 200 organisations from IBM to early-stage MIT spin-outs. The MIT connection runs deep. Gudema mentors through the MIT Venture Mentoring Service and led the tenth annual MIT marketing boot camp in 2024. His writing in Harvard Business Review, MarketingProfs, HubSpot, and VentureBeat extends the same operating thesis: B2B growth comes from disciplined sequencing of programs with measurable ROI, not from creative reinvention. Key speaking topics B2B marketing strategy and demand generation Bullseye Marketing framework Startup and scale-up growth marketing Behavioural economics in B2B sales and marketing Fractional and interim marketing leadership Account-based marketing and pipeline acceleration Ideal for CEOs and founders of B2B technology and SaaS companies under $50m in revenue CMOs and heads of marketing at growth-stage businesses need to defend program spend to a CFO Investor-backed startup cohorts and accelerator programs looking for a sequenced go-to-market playbook Sales leaders responsible for the pipeline who want to align marketing programs to revenue-cycle reality Audience outcomes A defensible order in which to run B2B marketing programs, with the fastest-payback work first A working knowledge of the three-ring Bullseye Marketing Framework and how to apply it to an existing budget Specific demand-generation tactics, search, retargeting, ABM, customer expansion, that map to short payback windows A view of how seven behavioural heuristics change conversion in real B2B sales and marketing assets A shared vocabulary for marketing, sales, and finance to evaluate program ROI on the same terms

Why organisations work with Marcus Collins He translates cultural anthropology into commercial decisions, turning ideas that usually live in academic departments into practical inputs for brand, product, and growth strategy. His book For the Culture provides a single thesis with named mechanisms for how meaning, identity, and belonging move markets. Buyers get an argument they can hand to a team, not a set of trend observations. He has run the work he teaches. Apple’s iTunes and Nike sport music, Beyonce’s digital strategy, Wieden+Kennedy New York, and named campaigns for Google, Brooklyn Nets, and State Farm sit behind every claim. Thinkers50 named him to the 2023 Radar with the Distinguished Achievement Award for the idea most likely to shape the future of business management. That puts him among a small group of new voices the global management community has formally endorsed. He sits inside the platform side of culture as Professor in Residence at TikTok, which means his read on how brand meaning forms and spreads is current, not retrospective. Biography highlights Clinical Professor of Marketing, Ross School of Business, University of Michigan Professor in Residence, TikTok Former Chief Strategy Officer, Wieden+Kennedy New York Author, For the Culture (PublicAffairs, 2023); Thinkers50 2023 Best New Management Booklist Thinkers50 Radar Distinguished Achievement Award, 2023 American Advertising Federation Advertising Hall of Achievement; Ad Age and Crain’s 40 Under 40 Columnist, Adweek and Forbes Biography Culture, not demographics, decides what consumers buy and what they refuse. Marcus Collins built a career inside that observation. He ran digital strategy for Beyonce, worked on iTunes and Nike sport music at Apple, and went on to serve as Chief Strategy Officer at Wieden+Kennedy New York, the agency behind Nike’s most enduring brand work. His doctorate at Temple University was in cultural contagion and meaning-making, the academic foundation that now sits behind his book For the Culture. Published in 2023, it landed on the Thinkers50 Best New Management Booklist and won him the Radar Distinguished Achievement Award the same year, naming his thinking as the idea most likely to shape the future of business management. He teaches marketing at the Ross School of Business at the University of Michigan, holds a Professor in Residence role at TikTok, and writes columns for Adweek and Forbes. His commercial fingerprints are on Google’s Real Tone, the relaunch of the Brooklyn Nets, the Made In America festival, and State Farm’s Cliff Paul campaign. For senior commercial audiences, his value is specific. He gives marketing, growth, and brand teams a working theory of why some ideas move through a culture and most do not, and he ties that theory to operating choices about positioning, audience, and product. Key speaking topics Cultural contagion and consumer behaviour Brand strategy and meaning-making Marketing in a fragmented media environment The role of identity in consumption Building brands that earn cultural relevance Storytelling and business communication Customer experience and brand Ideal for CMOs and brand leaders rebuilding marketing strategy for a post-demographic environment Growth and commercial leadership teams trying to understand why their category narrative has stopped working Creative agencies and in-house brand teams looking for an applied framework on cultural relevance Consumer-facing businesses, retail, media, sport, technology, where brand meaning is a competitive variable Audience outcomes A working definition of culture that explains why messages succeed or fail, beyond demographic targeting A clear view of how meaning, identity, and belonging move audiences toward or away from a brand Named mechanisms from For the Culture that brand and marketing teams can apply to live campaigns Examples drawn from Apple, Nike, Beyonce, Brooklyn Nets, Google, and State Farm, showing how cultural strategy operates inside real commercial work A sharper sense of why most brand and growth strategies underperform in fragmented markets, and what changes when culture becomes the unit of analysis

Why organisations work with Mariano Sigman A 2018 Nature Human Behaviour study he co-authored, run with 5,180 live participants, showed that aggregating small structured debates produces sharper answers than the wisdom of thousands; that finding rewrites how senior groups should be designed to decide. He directs the Decision-Making programme of the Human Brain Project, Europe’s flagship neuroscience consortium, and is the only Latin American scientist to hold a directorship in that initiative. His training in physics in Buenos Aires, neuroscience at Rockefeller, and postdoctoral work with Stanislas Dehaene at the College de France gives his claims a methodological grounding that separates them from motivational uses of the same science. “The Secret Life of the Mind”, published by HarperCollins, has been translated into more than a dozen languages and reviewed by Kirkus, Publishers Weekly, and Science Magazine; his ideas hold up outside the speaker circuit. His 2023 book “Artificial”, co-authored with Santiago Bilinkis, gives leadership audiences a calm, scientifically grounded read on what AI changes and does not change in human cognition. Biography highlights PhD in neuroscience from Rockefeller University; postdoctoral research with Stanislas Dehaene at the College de France. Director of the Decision-Making programme of the Human Brain Project; the only Latin American scientist to hold a directorship in that initiative. Associate Professor at Universidad Torcuato Di Tella; founder of the Integrative Neuroscience Laboratory at the University of Buenos Aires; Principal Researcher at CONICET. Pius XI Medal from the Pontifical Academy of Sciences (2016); James S. McDonnell Scholar Award; Human Frontier Science Program Career Development Award. Author of “The Secret Life of the Mind” (HarperCollins, 2017) and “El poder de las palabras” (2022); co-author of “Artificial” with Santiago Bilinkis (2023). TED main-stage speaker on collective intelligence with Dan Ariely. Biography Smart people in a room together do not reliably make smart decisions. Mariano Sigman has spent two decades building the experimental science that explains why, and what to change about it. His laboratory at Universidad Torcuato Di Tella draws on physics, neuroscience, linguistics, and cognitive science to study how individuals and groups actually form judgments under uncertainty. The clearest example is a 2018 paper in Nature Human Behaviour with Joaquin Navajas and colleagues. Working with 5,180 live participants, the team showed that aggregating the consensus of small structured debate groups was substantially more accurate than averaging the opinions of thousands of independent individuals. The architecture of a conversation, in other words, matters more than the number of voices inside it. Sigman trained as a physicist at the University of Buenos Aires, took a PhD in neuroscience at Rockefeller, and did postdoctoral research at the College de France with Stanislas Dehaene, one of the leading figures in cognitive science. He directs the Decision-Making programme of the Human Brain Project, the European flagship initiative, and is the only Latin American scientist to hold a directorship there. “The Secret Life of the Mind”, published by HarperCollins, became an international bestseller and brought his work on judgment, learning, and consciousness to readers in more than a dozen languages. His 2023 book “Artificial”, co-authored with Santiago Bilinkis, applies the same lens to the relationship between human cognition and AI. For boards and executive teams, that body of work answers a specific question. Senior decisions live or die on how a small group aggregates uncertain information. Sigman gives leaders a working account of where that process breaks, why it breaks, and which structural moves close the gap. Key speaking topics Collective intelligence and group decision-making Cognitive bias and judgment under uncertainty The neuroscience of learning and adult neuroplasticity Conversation, language, and belief formation Artificial intelligence and human cognition Consciousness and the science of the mind Creativity and the cognitive roots of innovation Ideal for Boards and executive committees rethinking how high-stakes decisions are deliberated and made CHROs and learning leaders designing capability and judgment programmes for senior talent Strategy, innovation, and transformation leaders working under deep uncertainty Technology and AI leadership teams reasoning about human-machine collaboration Audience outcomes A working account of why structured small-group debate outperforms both lone experts and large consensus meetings. A specific vocabulary for the cognitive distortions that quietly shape leadership judgment, including confidence bias and equality bias. A clearer read on how the adult brain learns and changes, and where common assumptions about learning capacity are wrong. A practical sense of how language and conversation shape belief, memory, and choice inside teams. A grounded view of what AI changes, and does not change, in the cognitive demands placed on senior leaders.

Why organisations work with Mark Ritson His “diagnosis, strategy, tactics” framework gives marketing functions a structure for connecting brand spend to commercial outcomes – a discipline most organisations have never been taught and cannot easily develop internally. He spent 13 years as in-house brand consultant for LVMH, working with Louis Vuitton, Dom Perignon, and Hennessy. His commercial credibility comes from inside the world’s most valuable luxury portfolio, not from agency pitches or conference circuit opinion. His doctoral thesis on the social uses of advertising won the 2000 Ferber Award – the first non-US researcher to receive it – and his co-authored pricing research was cited by George Akerlof in his Nobel Prize acceptance speech. No other marketing speaker working today holds that combination of peer-reviewed standing and practitioner track record. The MiniMBA, which he founded and teaches personally, has graduated more than 20,000 practitioners globally. That scale gives him a precise, evidence-based view of where marketing competence breaks down in real organisations – and what it costs them commercially. Nearly 20 years of weekly column-writing in Marketing Week – and multiple PPA Business Columnist of the Year awards – have made him the most credible dissenting voice against marketing faddism. Organisations bring him in when they need someone to challenge internal orthodoxies with evidence rather than instinct. Biography highlights PhD in Marketing, Lancaster University; doctoral thesis won the 2000 Ferber Award as the best dissertation published in the Journal of Consumer Research – the first non-US recipient in the award’s history Faculty positions at London Business School, the University of Minnesota, Melbourne Business School, MIT Sloan (visiting), and Singapore Management University (visiting); MBA Best Teacher prizes at all four institutions In-house brand consultant for LVMH from 2002 to 2015, working directly with senior executives at Louis Vuitton, Dom Perignon, and Hennessy Marketing Week columnist for approximately 20 years; multiple PPA Business Columnist of the Year awards, the highest award for magazine journalism in the UK; British Society of Magazine Editors Business Columnist of the Year in 2018 and 2022 Founder and lead instructor of the MiniMBA in Marketing and MiniMBA in Brand Management; more than 20,000 graduates globally AMI Sir Charles McGrath Award (the highest marketing honour in Australia); IPA Honorary Fellow (2024); co-authored pricing research cited by Nobel Laureate George Akerlof in his 2001 acceptance speech Published in Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, and Journal of Advertising Biography Marketing departments spend. The harder question – what that spending actually produces commercially – is the one most organisations cannot answer. Mark Ritson has spent over two decades building the frameworks that make that answer possible, working from inside business schools, luxury brand headquarters, and the pages of Marketing Week simultaneously. His academic foundation is unusually strong. His PhD thesis, “The Social Uses of Advertising,” won the 2000 Ferber Award as the best doctoral dissertation in the Journal of Consumer Research – the first time a researcher outside the United States had received the honour. A Thouron Scholar at Wharton in 1995, he went on to hold faculty positions at London Business School, the University of Minnesota, Melbourne Business School, and MIT Sloan, winning the best teacher prize at each institution. His co-authored pricing research was cited by George Akerlof during his 2001 Nobel Prize acceptance speech. What separates Ritson from other marketing academics is sustained proximity to practice. From 2002 to 2015, he served as in-house brand consultant for LVMH, working with senior executives across Louis Vuitton, Dom Perignon, and Hennessy. That access – combined with nearly two decades writing a weekly column for Marketing Week – gave him a vantage point that bridges research, boardroom, and brand operations in a way few practitioners have held at the same time. In 2019, he left academia to focus on the MiniMBA, an online platform he founded to make evidence-based marketing education available at scale. More than 20,000 practitioners have now completed the programme, built around his “diagnosis, strategy, tactics” framework. The AMI gave him the Sir Charles McGrath Award – the highest honour for marketing in Australia – and the IPA made him an Honorary Fellow in 2024. His consistent argument is that marketing’s commercial standing in the boardroom depends not on new technology or new trends, but on practitioner competence. Key speaking topics Marketing strategy and brand management Pricing strategy and commercial decision-making Marketing effectiveness and measurement Brand building versus performance marketing Marketing capability and practitioner competence Evidence-based marketing frameworks Ideal for CMOs and senior marketing leaders facing board-level scrutiny of marketing budgets and accountability Executive leadership teams seeking a commercial framework for evaluating marketing investment Organisations investing in marketing capability development at scale Strategy, brand, and commercial functions in consumer-facing businesses where the link between brand and revenue is contested Audience outcomes A working framework for connecting marketing strategy to commercial outcomes, grounded in the “diagnosis, strategy, tactics” model Clarity on the evidence base for brand building versus short-term performance marketing, and practical guidance on how to argue for the right balance internally Sharpened understanding of pricing as a strategic rather than a tactical discipline Practical tools for improving the quality of marketing decisions: briefing standards, brand positioning, and market orientation The language and evidence to challenge marketing orthodoxies and fads in their own organisations

Why organisations work with Martin Lindstrom He built his reputation on primary research, not commentary. The fMRI study behind Buyology covered 2,000 consumers across five countries; the fieldwork behind Small Data covered 2,000 families across more than 70 countries. He gives senior teams a method, not a slogan. Small data is a working approach for finding the unspoken consumer signal that quantitative research routinely misses. He has advised brands across categories most consultants never touch in the same year, from Pepsi and Nestle to Burger King, Lowe’s, LEGO, and Disney, which means his diagnoses translate across very different commercial contexts. He treats internal bureaucracy as a brand problem. The Ministry of Common Sense names a tension every CEO recognises: the gap between what the company promises customers and what its own processes allow employees to deliver. His authority is independently signalled. TIME’s 100 Most Influential People, repeated Thinkers50 rankings, and a Wall Street Journal verdict on Brand Sense as one of the five best marketing books ever written are not bureau claims; they are matters of public record. Biography highlights Founder and chairman of Lindstrom Company, advising Fortune 500 clients including Pepsi, Nestle, Google, Burger King, Lowe’s, LEGO, Disney, and Unilever. Named to TIME’s 100 Most Influential People in the Scientists and Thinkers category. Multiple-time Thinkers50 ranked thinker, including positions of #18, #36, and #20 in successive listings. Author of seven New York Times bestsellers, translated into roughly 60 languages, including Buyology, Brandwashed, Small Data, Brand Sense, and The Ministry of Common Sense. Columnist for TIME, Fast Company, and Harvard Business Review; recurring contributor on NBC’s TODAY show. Featured in Morgan Spurlock’s documentary The Greatest Movie Ever Sold (2011). Biography The fMRI study behind Buyology scanned the brains of 2,000 consumers across five countries to test what advertising and branding actually do inside the human head. Most of what the marketing industry believed about why people buy did not survive the data. That study, and the books that followed, made Martin Lindstrom one of the few branding voices senior leaders take seriously on the science of consumer decision-making. He runs Lindstrom Company, a brand and culture transformation firm whose client list reads as a cross-section of the global economy: Pepsi, Nestle, Google, Burger King, Lowe’s, LEGO, Disney, Unilever. The work is not pitch theatre. It is rebuilding brand strategy around evidence drawn from ethnographic fieldwork, neuroscience, and the unguarded behaviour of real customers in their own homes. His Small Data method came out of more than a decade visiting families in over 70 countries, looking for the small inconsistencies that point to unmet consumer needs. The thesis is direct. Big data tells you what is happening at scale. Small data tells you why, and where the next product or positioning idea actually lives. It is a working method, used inside the Lindstrom Company practice, not a publishing concept. The Ministry of Common Sense extends the same instinct inward. Lindstrom argues that most large companies have engineered themselves into a state where employees cannot do the obvious right thing for a customer without breaching a process. Strip the bureaucracy, restore common sense, and brand performance follows. Buyers who book him for the marketing thesis often find the organisational thesis is the one their executive team keeps quoting back six months later. Key speaking topics Brand strategy and consumer neuroscience Small data and ethnographic customer insight Culture transformation and corporate common sense Customer experience and behavioural decision-making Marketing effectiveness in the AI era Future of retail and physical-digital strategy Ideal for CMOs and brand leaders rebuilding propositions around customer evidence rather than category convention. CEOs and COOs whose internal processes are eroding the customer experience their brand promises. Strategy, innovation, and customer insight teams looking for a working method to find unmet needs. Global leadership conferences and senior offsites where the brief is commercial reinvention. Audience outcomes A clearer reading of why current consumer research keeps producing the wrong answers, and what to use instead. A practical introduction to small data as a method for surfacing unmet customer needs. A direct view of where internal bureaucracy is quietly killing brand and commercial performance. Named examples from Fortune 500 engagements that translate into questions a leadership team can ask the next morning.

Why organisations work with Mickey Wilson She runs a working brand consultancy, not a speaking practice with an agency name attached. The frameworks she presents are the same ones Firestarter applies inside Tesco, Samsung, CIMA and Ocado engagements. The DARE Formula gives leadership teams a shared vocabulary for brand decisions: Differentiation, Authenticity, Resonance, Expression. It replaces the design-led conversation most boards default to with a commercial one. She works the B2B scale-up problem specifically. The advice is calibrated to founders who have product-market fit and need brand to do the next stage of commercial lifting, not to consumer giants polishing an existing position. Paired with co-founder Dr Chris Endersby, a business psychologist, she brings behavioural insight into brand decisions where most agencies bring only aesthetic judgement. Biography highlights CEO and founder, Firestarter (est. 2015), a London-headquartered brand consultancy with a studio in Cape Town 30+ years in brand strategy and creative leadership; launched her first agency at twenty-one Client engagements include Tesco, Samsung, CIMA and Ocado Creator of the DARE Formula and Firestarter’s Brand Maturity Model Co-author of forthcoming book BRANDFIRE with Dr Chris Endersby Featured in Authority Magazine, Startups Magazine, BMmagazine, WeAreTheCity and Talented Ladies Club Biography Most B2B scale-ups treat brand as a downstream problem. They build the product, win early customers, then commission a logo refresh when sales plateau. Mickey Wilson’s argument is that the plateau is the brand problem, and that treating it cosmetically is what causes it to harden. Firestarter, the consultancy she founded in 2015, sells against that pattern. Working with clients including Tesco, Samsung, CIMA and Ocado, the firm built a proprietary framework, the DARE Formula, around four ingredients its analysts argue brand-led growth depends on: Differentiation, Authenticity, Resonance and Expression. It is the spine of how the firm diagnoses why a B2B business is not converting at the rate its product would predict. What separates her work from generic brand consultancy is the partnership with co-founder Dr Chris Endersby, a business psychologist whose background sits in behavioural change rather than design. Together they pair brand strategy with cognitive insight into why buyers respond, hesitate, or commit. That joint authorship runs through Firestarter’s BrandSight:360 assessment and through BRANDFIRE, the book the two are preparing for publication. Wilson started her first agency at twenty-one and has spent more than three decades in brand strategy and creative leadership. The corporate client list is the credential most senior buyers will check first. The more telling proof is that scale-up founders, who tend to be sceptical of agency theatre, hire her to turn brand from a marketing line item into a commercial growth lever. Key speaking topics B2B brand strategy Differentiation in saturated markets Brand-led growth for scale-ups The DARE Formula Behavioural psychology in branding Brand resonance and emotional connection Founder-led brand building Ideal for Founders and CEOs of B2B scale-ups in series A through C CMOs and brand directors at mid-market businesses Sales and marketing leadership teams aligning on positioning Industry conferences in B2B technology, professional services and SaaS Audience outcomes A diagnostic for where their brand is losing commercial ground to competitors The DARE Formula as a working vocabulary for cross-functional brand decisions A clearer view of how psychology shapes B2B buyer commitment Practical pointers on translating founder conviction into a brand position buyers remember A challenge to the assumption that brand is a marketing function rather than a commercial one