Behavioural Economics

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 Olivier Sibony He co-authored Noise with Daniel Kahneman and Cass Sunstein, which means a board hears the original behavioural science argument from one of the people who built it, not a secondhand interpretation. Twenty-five years at McKinsey, including running the Global Corporate Strategy Practice, gives him a working vocabulary for the actual decisions executive committees argue about: portfolio bets, M&A, market entry, capital allocation. His framework converts cognitive bias from an interesting concept into a procurement question: what does your decision architecture look like, and which specific traps does it fail to catch. He is one of a small group who can sit in a HEC Paris and Saïd Business School classroom and a CEO’s strategy offsite in the same week, and translate without losing either audience. Biography highlights Co-author of Noise: A Flaw in Human Judgment with Daniel Kahneman and Cass R. Sunstein, New York Times and Sunday Times bestseller Author of You’re About to Make a Terrible Mistake!, winner of the 2019 Manpower Foundation Grand Prize for best management book Professor of Strategy at HEC Paris and Associate Fellow at Saïd Business School, University of Oxford Senior Partner at McKinsey & Company for 25 years, leading the firm’s Corporate Strategy Practice globally Co-author with Daniel Kahneman and Dan Lovallo of “Before You Make That Big Decision,” selected for HBR’s 10 Must Reads on Making Smart Decisions Knight in the French Legion of Honour and recipient of the Vernimmen Teaching Award at HEC Paris Biography Most strategic mistakes do not come from missing information. They come from the way executives process the information they already have. Behavioural strategy is the discipline of catching those errors before they reach the board paper, and Olivier Sibony has spent two decades building the case for treating it as a serious management practice rather than a curiosity. His credentials sit on both sides of the divide that usually separates academics from operators. He spent 25 years at McKinsey & Company, eventually as Senior Partner running the firm’s Global Corporate Strategy Practice and a European leader of the Consumer sector. In 2015 he moved full time into teaching, joining HEC Paris as a Professor of Strategy and taking up an Associate Fellowship at Oxford’s Saïd Business School. The intellectual work shows up most clearly in the books. Noise: A Flaw in Human Judgment, co-authored with Daniel Kahneman and Cass R. Sunstein, became a New York Times and Sunday Times bestseller and reframed an entire category of judgment error that bias literature had ignored. You’re About to Make a Terrible Mistake! won the Manpower Foundation Grand Prize and turned the academic case into 40 specific techniques executives can use. Earlier, his Harvard Business Review article with Kahneman and Dan Lovallo, “Before You Make That Big Decision,” was selected for HBR’s 10 Must Reads on Making Smart Decisions. What makes him useful in a room full of operators is the McKinsey vocabulary underneath the behavioural science. He talks about decision architecture the way other people talk about org design: as something you build deliberately, audit regularly, and rebuild when it stops catching the errors it was meant to catch. Key speaking topics Behavioural strategy and decision quality Cognitive bias in executive judgment Noise and inconsistency in organisational decisions Decision architecture in senior teams Strategic choice under uncertainty Algorithms, AI, and the limits of human intuition Diversity and personnel decision-making Ideal for CEOs, executive committees, and boards reviewing how major capital allocation and strategy decisions get made Chief Strategy Officers and corporate development teams running M&A, portfolio, and market-entry processes CHROs and senior HR leaders responsible for hiring, performance review, and promotion systems where noise quietly distorts outcomes Investment committees and risk leadership teams whose decisions repeat under uncertainty Audience outcomes A clearer view of where their own decision processes are most exposed to bias and noise A vocabulary to challenge confident recommendations without attacking the people making them Specific techniques for building dissent, structured disagreement, and pre-mortems into existing governance A framework for deciding when to trust judgment, when to trust data, and when to trust an algorithm A sharper sense of which decisions deserve the heaviest process and which do not

Why organisations work with Thimon de Jong His Trust Pendulum framework gives leadership teams a structured account of why institutional trust has declined – and what leaders must do differently as a result His book Future Human Behaviour (Routledge) maps the behavioural shifts most likely to affect strategy over the next decade, making his frameworks referenceable long after the event As a lecturer in social psychology at Utrecht University, he brings academic grounding that makes his arguments credible to analytically rigorous leadership teams, not just receptive conference audiences His Polycrisis framing helps organisations move from crisis-by-crisis reaction to a coherent leadership posture designed to absorb the next disruption – whatever form it takes He holds together trust, generational change, technology adoption, and mental health as an integrated account of how human behaviour is shifting – not as a list of separate topics Biography highlights Founder of WHETSTON / strategic foresight, an Amsterdam-based think tank established in 2014, specialising in future human behaviour and societal change Author of Future Human Behaviour: Understanding What People Are Going To Do Next, published by Routledge Lecturer in social psychology at Utrecht University, teaching master’s-level students how to apply academic research to business strategy Master’s degree in Cultural Studies with a minor in International Business Studies Former Insights & Strategy Director at TrendsActive; researcher at FreedomLab Future Studies; Editor-in-Chief of RELOAD Magazine Clients include Morgan Stanley, Vodafone, IKEA, Google, L’Oréal, BNP Paribas, and the European Central Bank Biography Human behaviour is changing faster than most organisations’ ability to read it. The gap between how people actually think, trust, and act – and how leaders assume they do – is the problem Thimon de Jong has spent fifteen years researching. De Jong is the founder of WHETSTON / strategic foresight, an Amsterdam-based think tank focused on the implications of societal and behavioural change for leadership and business strategy. His Routledge book, Future Human Behaviour: Understanding What People Are Going To Do Next, maps the key shifts across trust, technology adoption, generational expectations, and mental health – and translates each into practical strategic implications. Routledge described it as an example of the future of publishing: part business book, part academic work, designed to be used, not shelved. His academic grounding matters. De Jong lectures in the social psychology department at Utrecht University, teaching master’s students how research applies directly to business decisions. That dual footing – practitioner and academic – gives his frameworks a rigour that is uncommon in the foresight and futures space. The organisations that work with him – Morgan Stanley, IKEA, BNP Paribas, the European Central Bank – are not looking for trend lists. They are looking for a coherent way to lead in a world where the assumptions that underpinned past decisions no longer hold. That is the territory his work occupies, and has done for over a decade. Key speaking topics Behavioural foresight and societal change Trust dynamics and institutional decline Technology adoption and human response Generational change and multigenerational leadership Leadership under polycrisis conditions Mental health and leadership responsibility Future of work and evolving workplace expectations Strategic foresight for leadership teams Ideal for Senior leadership teams preparing for medium-term strategy cycles or leadership offsites CHROs and people directors navigating generational change and shifting employee expectations Transformation leads and innovation functions applying foresight to organisational planning Board-level audiences seeking a research-grounded view of societal and behavioural risk Audience outcomes A structured framework – the Trust Pendulum – for understanding how trust is shifting and what it demands of leaders today Clearer thinking about the behavioural and societal shifts most likely to affect their organisation in the next five years Practical perspective on how emerging technologies are adopted and resisted across different generations and groups Tools for distinguishing meaningful signal from noise in an era of overlapping, compounding disruption Greater confidence in leading through sustained uncertainty – without defaulting to reactive, short-term decision-making

Why organisations work with Chris and Mickey Brand decisions get tested against how buyers actually think, because a creative director and a business psychologist run the same brief together. They show leadership exactly where sameness is costing pricing power, and where a defensible difference already sits unused inside the business. Their DARE method gives a repeatable test for whether a brand will command a premium, not just whether it looks current. They work the specific problem of the AI era: building a brand faster with generative tools without producing the generic output that makes a company replaceable. Biography highlights Co-founders of Firestarter, a London brand consultancy with a design studio in Cape Town, working with B2B scale-ups across the UK, Europe, and beyond. Mickey Wilson founded her first creative agency at 21 and has spent over 30 years in brand, with clients including Tesco, Samsung, Ocado, and CIMA. Dr Chris Endersby is a business psychologist with an MBA from Imperial College London, who led change programmes for JP Morgan, KPMG, UBS, and Barclays. Creators of the DARE framework: Differentiation, Authenticity, Resonance, and Expression. Co-authors of the forthcoming book BRANDFIRE. Biography A brand can now be generated in days. That speed carries a cost. Across B2B markets, companies are converging on the same claims and the same visual language, and buyers lose any real reason to choose one over another. Firestarter, the London consultancy Chris and Mickey run, was built to reverse that drift. Their method pairs two instincts that rarely meet. Mickey Wilson brings over 30 years of brand work for names such as Tesco, Samsung, and Ocado. Her instinct is for what makes a business unlike its rivals. Dr Chris Endersby, a business psychologist who ran change programmes inside JP Morgan, KPMG, and Barclays, brings the evidence for why those differences move buyers. Their case is plainly commercial. A business that looks and sounds like its competitors ends up competing on price, and margin leaks away. The DARE framework, Differentiation, Authenticity, Resonance, and Expression, gives leaders a way to judge whether a brand will command a premium or blend in. On stage, they work as a double act. Mickey reads a room by instinct; Chris explains the psychology underneath the reaction. The thinking behind both is now set down in their forthcoming book, BRANDFIRE. Key speaking topics Brand differentiation in B2B markets The psychology of buyer decisions Brand-led growth and pricing power Branding in the age of generative AI Authenticity and brand consistency Creative strategy for scale-ups Ideal for Founders and CEOs of B2B scale-ups deciding how to stand apart in a crowded category CMOs and brand leads are under pressure to defend pricing and win consideration Boards and leadership teams are weighing how generative AI changes their brand and market position Audience outcomes A clear read on where their brand currently sounds like everyone else, and what that is costing in price and consideration The DARE framework is a working test for whether a brand will command value A view on where generative AI helps build a brand and where it strips out what makes the brand worth choosing The psychological drivers behind B2B buying decisions, and how to align a brand to them

Why organisations work with Stephen Foerster Co-author with MIT Sloan’s Andrew Lo of In Pursuit of the Perfect Portfolio (Princeton University Press), a working intellectual map of modern finance built from direct interviews with ten of its pioneers, including six Nobel laureates. He can take a board through how its current investment frameworks were actually constructed, with the people who built them on the page. Federal Court qualified expert witness on investment management, portfolio management, and corporate finance, with more than fifty papers in outlets including the Journal of Finance and the Journal of Financial Economics. The analysis is the kind that has to hold up to cross-examination. Has built and delivered executive finance programmes for Bank of Montreal, BMO Nesbitt-Burns, the Canadian Securities Institute, and Alcan, specifically for senior leaders without a finance background. A sitting member of Western University’s joint pension board and former chair of Foundation Western’s Investment Committee. The fiduciary discipline he teaches is one he has exercised. Biography highlights Professor of Finance at Ivey Business School, Western University, since 1987 PhD from the Wharton School, University of Pennsylvania; CFA designation since 1997 Co-author with Andrew Lo (MIT Sloan) of In Pursuit of the Perfect Portfolio (Princeton University Press); featured in The Wall Street Journal Bookshelf column; Axiom Business Awards silver medal in Personal Finance and Investing Author of Trailblazers, Heroes, and Crooks: Stories to Make You a Smarter Investor (Wiley, 2024); Axiom Book Awards bronze medal in Investing More than fifty published articles, including in the Journal of Financial Economics, the Journal of Finance, and the Financial Analysts Journal Federal Court qualified expert witness on investment management, portfolio management, and corporate finance; sitting member of Western University’s joint pension board Biography Most boards and investment committees making consequential capital decisions are not staffed by finance specialists. They sign off on portfolio risk and long-horizon investment choices with frameworks they have not built and a century of market history they have not had time to absorb. In Pursuit of the Perfect Portfolio, co-authored with MIT Sloan’s Andrew Lo and published by Princeton University Press, takes ten of modern finance’s most consequential figures, including six Nobel laureates. The book traces how investors actually came to be taught to think about risk and return. The Wall Street Journal Bookshelf column featured the book; Axiom Business Awards gave it the silver medal in Personal Finance and Investing. The 2024 follow-up, Trailblazers, Heroes, and Crooks (Wiley), uses episodes drawn from a thousand years of market history to make the same lessons stick for senior decision-makers. That historical method runs through Foerster’s work with institutions. He has taught at Ivey Business School, Western University, since 1987. He holds a PhD from Wharton and the CFA designation, and has won Ivey’s Teaching Innovation Award and the Dean Carol Stephenson Excellence in EMBA Teaching Award. He has designed and delivered executive education for Bank of Montreal, BMO Nesbitt-Burns, the Canadian Securities Institute, and other major Canadian institutions. The focus is consistent: translating finance for senior leaders who do not come from a finance background. He has also sat on the other side of the table. He sits on Western University’s joint pension board and previously chaired the Investment Committee of Foundation Western. He is Federal Court qualified as an expert witness on investment management, portfolio management, and corporate finance. His more than fifty published papers appear in the Journal of Financial Economics, the Journal of Finance, and the Financial Analysts Journal. He is currently writing the authorised biography of William F. Sharpe, the 1990 Nobel laureate whose Capital Asset Pricing Model still underpins how most institutions measure investment risk. Key speaking topics Portfolio management and asset allocation Capital markets and long-term investing Investment decision-making and risk management Modern portfolio theory in practice Behavioural traps in investing Lessons from market history Corporate finance for non-financial executives Ideal for Boards and investment committees with fiduciary responsibility for pensions, endowments, or corporate treasury CFOs, treasurers, and finance leaders responsible for portfolio and capital allocation decisions Senior executives without a finance background who oversee investment risk Asset managers and investment professionals interested in the intellectual lineage of their field Audience outcomes Where modern portfolio theory came from, and where its assumptions break down in real markets Sharper questions to put to investment managers and finance teams Which investment lessons from market history are durable, and which are products of their era Enough working knowledge to engage substantively with capital allocation and investment risk without a finance background

Why organisations work with Karen Nelson-Field She runs Amplified Intelligence, the company whose eye-tracking dataset of 55,000+ panellists sits behind the IAB and MRC’s 2025 attention measurement accreditation standards. The category she explains is the category she helped define. Her three books, published by Oxford University Press and Springer, give CMOs and media leads a defensible academic spine for redirecting budget away from cheap reach and toward attention-weighted media. A decade inside the Ehrenberg-Bass Institute means her commercial advice rests on the same evidence base as How Brands Grow, the most influential marketing science framework of the last twenty years. Her client list, Google, Meta, Snapchat, PepsiCo, Nestlé, Mars, Unilever, OMD, means she addresses media owners and advertisers using the same vocabulary, neither captured by either side. Biography highlights Founder and CEO, Amplified Intelligence (founded 2016) Industry Professor of Media Innovation, The University of Adelaide Former Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science Author of three books on media science, published by Oxford University Press and Springer Judge, IPA Effectiveness Awards 2022 Work covered in The New York Times, Bloomberg, CNBC, Forbes, Wall Street Journal, The Drum, WARC Biography For two decades, advertising spent more on media than on any other line of marketing investment, and verified less of its return than almost any other category of corporate spend. The industry standard for measuring whether an ad worked was whether the pixels were technically on screen. Whether a human looked at them was a separate question, mostly unasked. Karen Nelson-Field is the researcher who turned that question into a measurable category. As Founder and CEO of Amplified Intelligence, she built the eye-tracking and machine-learning infrastructure that quantifies active and passive attention across TV, digital, and social environments. The company now operates the largest human attention panel in the world, and its data informed the IAB and MRC’s 2025 attention measurement accreditation standards. Her authority predates the company. A decade at the Ehrenberg-Bass Institute, working alongside Byron Sharp on buyer behaviour and brand growth, gave her the evidence-based grounding that distinguishes her from attention commentators who appeared after the category became fashionable. Her three books, Viral Marketing, The Attention Economy and How Media Works, and The Attention Economy: A Category Blueprint, are read as the field’s reference texts rather than its trade press. For boards and CMOs, the practical value is direct. She names where current media metrics are misleading, what the replacement looks like, and how to allocate budget against the new evidence. Clients including Google, Meta, PepsiCo, Mars, and Unilever commission her not for trend commentary but for the underlying mathematics of where their advertising money actually performs. Key speaking topics Attention as a media currency The economics of advertising effectiveness Brand growth and buyer behaviour Media planning under digital fragmentation AI and machine learning in audience measurement Marketing science and evidence-based strategy Ideal for CMOs and marketing directors reassessing media investment frameworks Media agency leadership renegotiating attention-based trading models Platform and media owner executives benchmarking against new measurement standards Board-level conversations on marketing accountability and budget governance Audience outcomes A working definition of attention that distinguishes it from viewability, reach, and exposure Specific evidence on which formats and platforms convert attention into commercial outcome A clear view of where IAB and MRC 2025 measurement standards change buyer obligations Direct guidance on reallocating media budget against attention-weighted metrics An evidence base drawn from the same school as How Brands Grow, applied to current media conditions

Why organisations work with Timandra Harkness A working statistician on the Council of Trustees of the Royal Statistical Society who can speak fluently to technical and non-technical audiences in the same room. Author of two books that bracket the AI conversation: Big Data: Does Size Matter? on what data actually does and does not tell us, and Technology Is Not the Problem on why our cultural anxieties about tech are misdirected. A mainstream BBC Radio 4 presenter on FutureProofing, How To Disagree and Steelmanning, which means she handles complex, contested material on air for general audiences and brings that craft to a corporate room. Speaks regularly at institutions that take rigour seriously, including the Royal Society, the Alan Turing Institute, and the Royal Academy of Engineering, so the substance survives scrutiny from technical buyers. Comfortable as keynote speaker, panel moderator, or event host, which makes her useful across the full shape of a leadership offsite or technology summit. Biography highlights Author, Big Data: Does Size Matter? (Bloomsbury Sigma, 2016) and Technology Is Not the Problem (HarperCollins, 2024). Council of Trustees, Royal Statistical Society; chair of the editorial board, Significance journal. Writer and presenter, BBC Radio 4 series including FutureProofing, How To Disagree, Steelmanning, and Political School. Resident reporter across eight series of BBC Radio 4’s The Human Zoo. Speaker and lecturer at the Royal Society, Alan Turing Institute, Royal Academy of Engineering, RSA, Cheltenham Science Festival, and the Abel Prize for Mathematics. Contributor to the Telegraph, Guardian, Sunday Times, WIRED, New Statesman, UnHerd and BBC Focus. Biography Most arguments about technology in the boardroom are arguments about something else. Trust. Identity. What kind of company we want to be. Timandra Harkness, a statistician and broadcaster whose work spans both BBC Radio 4 and the Royal Statistical Society, is unusually well placed to name what is actually being discussed. Her first book, Big Data: Does Size Matter?, published by Bloomsbury Sigma in 2016, took the data revolution seriously without inflating it. Her second, Technology Is Not the Problem, published by HarperCollins in 2024, makes the harder case: that our anxieties about AI and social media are anxieties about ourselves, and that locating the problem in the technology is what stops us from acting on it. She presents BBC Radio 4’s FutureProofing, How To Disagree, and Steelmanning, programmes that work because they take competing arguments seriously rather than flattening them. That habit transfers. In a leadership room, she is the speaker who can hold a senior team’s attention on the awkward middle of an AI question, where the technical position and the cultural position have to be reconciled. She sits on the Royal Statistical Society’s Council of Trustees and chairs the editorial board of Significance, the Society’s journal. She has spoken at the Royal Society, the Alan Turing Institute, and the Royal Academy of Engineering. The technical rigour is real, and it is what stops the cultural argument from drifting into commentary. Key speaking topics Big data and what it does and does not reveal The cultural and ethical questions raised by AI Statistics, evidence and decision-making Human agency in an automated environment Identity, recognition and the social media question Technology and trust Disagreement and constructive argument inside organisations Ideal for Boards and executive teams making AI, data, and digital infrastructure decisions Technology and innovation summits seeking a credible non-vendor voice Leadership offsites where the AI conversation has to bridge technical and cultural ground CDO, CTO, and CHRO audiences working through the human consequences of new systems Audience outcomes A sharper sense of what data and AI systems can and cannot do, written by someone who works with statisticians A clearer language for the cultural and ethical questions executive teams keep deferring A defensible way to think about agency, recognition and trust as the technology landscape shifts Better-quality internal disagreement on contested technology decisions

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

Why organisations work with Patrick Renvoise A tested, codified persuasion framework. NeuroMap® is a four-step model SalesBrain has applied in client engagements since 2002, turning cognitive science research into specific decisions about messaging and value proposition design. Co-author of two of the earliest commercial books on neuromarketing. The Persuasion Code (Wiley, 2018) received an Axiom Business Book Award and builds directly on the work of Nobel laureates Daniel Kahneman and Richard Thaler. Authority earned in enterprise sales before brain science. He sold multi-million-dollar supercomputers at Silicon Graphics and LinuxCare to clients including NASA, Boeing, Airbus and Shell. The framework is shaped by what closes deals in real B2B selling. Recognition from named bodies that buyers respect: an American Marketing Association Next Big Thing in Marketing award (2009) and three Advertising Research Foundation Innovation in Research Awards (2011, 2014, 2015). Trained more than 100,000 executives across 24 nationalities at companies including PayPal, Microsoft, Hitachi, Siemens and GE, giving sales and marketing teams a shared scientific language for messaging decisions. Biography highlights Co-founder and Chief Neuromarketing Officer of SalesBrain, the first dedicated neuromarketing agency, founded in 2002. Developer of NeuroMap®, a four-step persuasion framework used in SalesBrain’s advisory and training programmes. Co-author of The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime (Wiley, 2018) and Neuromarketing: Understanding the Buy Button in Your Customer’s Brain (2007). Recipient of the American Marketing Association “Next Big Thing in Marketing” award (2009), three Advertising Research Foundation Innovation in Research Awards (2011, 2014, 2015), and a Vistage “Above and Beyond” speaker award (2008). Former senior business development executive at Silicon Graphics and LinuxCare, where he sold multi-million-dollar supercomputers to NASA, Boeing, Shell, Airbus, BMW and Canon. TEDxBend speaker (“Is There a Buy Button Inside the Brain?”) and trainer of more than 100,000 executives at companies including PayPal, Microsoft, Hitachi, Siemens, Facebook and GE. Biography In 2002, the discipline of neuromarketing did not exist as a commercial practice. Patrick Renvoise and Dr. Christophe Morin co-founded SalesBrain that year to build it. Their premise was that two decades of cognitive science research could be translated into a working method for sales and marketing teams whose campaigns were not delivering. Most marketing assumes buyers can articulate what they want. Two decades of brain research suggest otherwise. The bulk of purchasing decisions are made by what Daniel Kahneman called System 1, the part of the brain that does not respond to logical argument or feature lists. SalesBrain’s NeuroMap® is a four-step framework. The steps are diagnose the pain, differentiate the claims, demonstrate the gain and address the primal brain. It translates cognitive science into specific decisions about messaging and value proposition design. Renvoise’s path to brain science came through enterprise sales. At Silicon Graphics and LinuxCare he sold multi-million-dollar supercomputers to NASA, Boeing, Shell, Airbus, BMW and Canon. After watching what worked and what did not in those rooms, he spent two years researching how the brain processes commercial messages. The result was published in 2007 as Neuromarketing: Understanding the Buy Button in Your Customer’s Brain. The expanded second book, The Persuasion Code, followed in 2018 from Wiley, building directly on the System 1 and System 2 work of Daniel Kahneman and Richard Thaler. The methodology has earned recognition from named bodies that buyers respect. The American Marketing Association named NeuroMap its Next Big Thing in Marketing in 2009. The Advertising Research Foundation followed with three Innovation in Research Awards. The Persuasion Code received an Axiom Business Book Award. SalesBrain has now trained more than 100,000 executives across 24 nationalities at companies including PayPal, Microsoft, Siemens, Hitachi, Facebook, GE and Airbus. Key speaking topics Neuromarketing The science of persuasion Sales messaging and value proposition design Brain science applied to decision-making Marketing strategy and effectiveness Complex B2B and enterprise sales Customer communication and influence Ideal for Chief Marketing Officers and Chief Revenue Officers accountable for marketing and sales return. Sales leaders and B2B teams selling complex or high-value solutions where messaging is a competitive differentiator. Marketing and brand teams responsible for messaging, value proposition and campaign performance. Founder-led companies whose growth depends on the persuasiveness of their commercial communication. Audience outcomes The six stimuli that trigger the brain’s primal decision-making system, and why most traditional messaging fails to reach it. The four steps of NeuroMap®, applied to their own messaging during the session. A clearer view of why customer surveys produce misleading data, and what to use instead. Specific changes to make to current marketing materials and sales conversations.

Why organisations work with Paul Gibbons His Adaptive Adoption model – a seven-pillar behavioral science framework for AI adoption – and its companion diagnostic, the Adaptive Adoption Maturity Index (AAMI), give leaders a structured tool for assessing and addressing the human conditions that determine whether an AI investment delivers returns or stalls. This kind of named, built IP is rare in this topic area. «The Science of Organizational Change» is cited by Google’s change team and Microsoft’s internal culture group as having reoriented how they approach transformation: an unusual form of verification that the intellectual framework holds up under real operational pressure, not just in consulting engagements. He will tell an organisation what is wrong with its change thinking. The Chairman of KPMG described the experience as hearing «what we needed to hear, not what we wanted to hear», a quality that becomes valuable when senior leaders have quietly invested in approaches that are not working. His practitioner career spans founding one of Europe’s leading leadership consulting firms (Future Considerations), serving as Partner at IBM Consulting, and developing change management methodology in PwC’s Strategy, Innovation and Change practice, meaning the frameworks have been stress-tested in exactly the large, complex organisations that attend senior leadership events. His academic breadth spanning neurochemistry, economics, neuroscience, philosophy, and behavioral science – allows him to draw on disciplines rarely applied to organizational transformation, and to name and debunk the pseudoscience that fills a field where, as Stanford’s Jeffrey Pfeffer has noted publicly, charlatanism is common. Biography highlights Founder and CEO of Future Considerations (2001), one of Europe’s leading leadership and culture change consulting firms, with named clients including Shell, BP, HSBC, Barclays, and KPMG Former Partner at IBM Consulting (Talent and Transformation); former senior strategist at PwC’s Strategy, Innovation and Change practice, where he developed its change management and corporate transformation methodologies Author of eight books including «The Science of Organizational Change» – named among the top change management texts of all time – and «Adopting AI: The People-First Approach» (2025) Ranked #5 globally in organizational culture change by Global Gurus; named among the top 52 globally in AI in 2026 (London Speaker Bureau) Fellow of the Royal Society of Arts (FRSA); Adjunct Professor of Business Ethics at the University of Denver (2015-2018); member of the American Philosophical Association and the U.S. Academy of Management Council Writing featured in The Wall Street Journal, The Financial Times, and The Guardian; endorsed by Jeffrey Pfeffer (Stanford Business School) and Simon Collins (Chairman, KPMG) Biography Most organisations know their AI and transformation investments are underperforming. The harder question is why and the honest answer, in most cases, is that the behavioural and cultural architecture of the organisation was never redesigned alongside the technology. Paul Gibbons has spent three decades building the evidence base that explains this failure, and the frameworks that help leaders act on it. His intellectual contribution begins with a provocation. In «The Science of Organizational Change,» Gibbons argues that most change management frameworks are built on myth and untested pop psychology, and replaces them with approaches grounded in behavioural economics, neuroscience, and complexity theory. Google’s change team and Microsoft’s internal culture group both credited the book with reorienting how they approach transformation. Jeffrey Pfeffer of Stanford Business School praised his work for bringing scientific rigour to what he described as a field riddled with pseudoscience. That critique evolved into a constructive framework for the AI era. His Adaptive Adoption model, a seven-pillar approach grounded in behavioral science, offers leaders a structured alternative to applying conventional change management to AI transformation. Its companion diagnostic, the Adaptive Adoption Maturity Index, helps organisations assess where they actually stand. The model draws on three decades of board and C-suite advisory work, including founding Future Considerations, one of Europe’s leading leadership consulting firms, serving as Partner at IBM Consulting, and developing change methodology in PwC’s Strategy, Innovation and Change practice. Gibbons is a Fellow of the Royal Society of Arts and is ranked among the top five globally in organizational culture change by Global Gurus, and among the top 52 globally in AI in 2026. He has taught business ethics and leadership at the University of Denver, serves on the board of Denver’s Institute for Enterprise Ethics, and hosts the Think Bigger Think Better podcast, which explores the intersection of AI, behavioral science, and organizational leadership. Key speaking topics Behavioral science and organizational change AI adoption and workforce transformation Culture change and behavior design Change management myths and evidence-based practice AI ethics and organizational governance Leadership in complex and uncertain environments The future of work and human-machine collaboration Ideal for CHROs and people transformation leaders navigating technology-driven organizational change Boards and C-suite leaders making AI adoption and governance decisions Organizational development and change management practitioners Digital and technology transformation leaders in large, complex organizations Audience outcomes A clear framework for understanding why culture change and AI adoption efforts typically fail, grounded in behavioral science rather than convention Practical tools for diagnosing where behavioral and cultural gaps are undermining technology investments A more rigorous basis for evaluating AI adoption strategies and distinguishing credible signals from market noise Language and framing for board and C-suite conversations about the organizational conditions required for successful transformation Familiarity with the Adaptive Adoption framework and Adaptive Adoption Maturity Index as structured, evidence-based alternatives to conventional change management applied to AI

Why organisations work with Rashmi Airan She has lived the failure she now teaches against. A Columbia-trained lawyer who went to federal prison for fraud tied to the housing crisis is a different category of voice on judgement under pressure than a consultant or compliance trainer. Her Clarity Loop gives leadership teams a four-question, sixty-second discipline they can actually run inside a real decision, not a values poster they nod at and forget. She names the specific mechanisms that erode judgement, rationalisation, normalisation, silence, group pressure, and urgency, from the inside, because they are the ones that took down her own career. Her work connects judgement, resilience, and mental health, which makes her relevant to leaders under sustained strain rather than only to the compliance function. Biography highlights Columbia Law School graduate, with honours; undergraduate degree from UNC-Chapel Hill; former Wall Street investment banker. Served six months in federal prison for fraud tied to the US housing crisis, after a conspiracy conviction as a closing attorney. Creator of the Clarity Loop, a four-question decision framework, and the RISE Through It® process for recovering judgement after setback. Author of ALL RISE: A Lawyer’s Evolution from Prison to Purpose, endorsed by Marshall Goldsmith. TEDx speaker, Against the Slippery Slope (TEDxGreenville), on ethical blind spots and decision-making under pressure. Has delivered keynotes for leaders at Deloitte, Coca-Cola, Merck, Comcast, Cardinal Health, and Medtronic. Media appearances on ABC, PBS, The Washington Post, and The Wall Street Journal; board director, Overtown Youth Center and Alonzo Mourning Foundation. Biography Most damaging decisions in business are not made by reckless people. They are made by capable, experienced leaders under pressure, one reasonable-seeming compromise at a time. Rashmi Airan knows the pattern from the inside. A Columbia Law School graduate and former Wall Street investment banker, she built a successful legal career before a conspiracy conviction tied to the housing crisis sent her to federal prison. That collapse became the subject of her work rather than a footnote to it. For more than a decade she has studied how speed, incentives, and the stories leaders tell themselves quietly bend judgement, and how to interrupt that drift before it hardens into damage. Her central idea is that integrity needs infrastructure: strong values are necessary but not sufficient under real pressure. The practical answer she teaches is the Clarity Loop, a four-question pause that takes about sixty seconds and forces a leader to name the pressure, examine their incentives, find the blind spot, and check the decision before acting. Her longer RISE Through It® process, Reframe, Identify, Surrender, Evolve, addresses the harder climb back after a setback. She has brought both to leadership teams at Deloitte, Coca-Cola, Merck, Comcast, Cardinal Health, and Medtronic. She is the author of ALL RISE: A Lawyer’s Evolution from Prison to Purpose, and her story has been covered by ABC, PBS, The Washington Post, and The Wall Street Journal. She serves on the board of the Overtown Youth Center and the Alonzo Mourning Foundation and is an ambassador for The Key Clubhouse, work rooted in mental health and second-chance opportunity, the ground she had to rebuild on herself. Key speaking topics Decision-making under pressure Values-based leadership Resilience after professional setback Decision drift and the conditions for ethical lapse Behavioural science and judgement Mental health and senior leadership Risk awareness for boards and executive teams Ideal for Boards, general counsel, and compliance leadership setting the ethical operating standard for the organisation. Partner groups in law, accounting, banking, and professional services where individual judgement carries firm-wide risk. Senior leadership development programmes inside Fortune-scale companies focused on decision quality and resilience. Women’s leadership forums and emerging-leader cohorts where authority, voice, and self-knowledge are central. Audience outcomes A four-question method, the Clarity Loop, they can run inside a real decision before they act. The vocabulary to name decision drift as it happens in their teams, rather than after the damage. A more honest account of how pressure, incentives, and culture combine to bend capable people’s judgement. Permission to treat mental health, fear, and self-doubt as leadership issues rather than private weakness. A first-person reference point that leaders carry back into their own teams when the pressure starts to rise.

Why organisations work with Cassie Kozyrkov She built the Decision Intelligence function inside Google from scratch and ran it for five years, which means leaders get advice from someone who has already solved, at scale, the problem they are trying to solve. She named and codified the field itself. When a CEO asks what Decision Intelligence is and why their AI investment should sit inside it, she is the primary source, not an interpreter of someone else’s framework. She personally trained more than 20,000 Googlers across every function in data-driven decision-making and AI, so she knows how to make the material land with non-technical executives as well as engineers. She translates AI and statistics into decision-language that boards and operators can use. Her Making Friends with Machine Learning course, originally built only for Google, is now the reference explainer for thousands of leaders outside the company. She advises at the level the material requires. Her Federal Reserve Bank of New York Innovation Advisory Council seat and her work with Forbes on AI signal that her analysis is taken seriously by policy and media institutions, not only by corporate buyers. Biography highlights Google’s first Chief Decision Scientist (2018 to 2023), leading the firm’s decision intelligence practice inside Research and Machine Intelligence. Founder and CEO of Kozyr, an AI advisory and education business serving senior leaders and their teams. Personally trained more than 20,000 Googlers in data-driven decision-making and AI, and guided over 500 decision intelligence projects inside Google. Creator of Making Friends with Machine Learning, originally an internal Google course, now a free public course on YouTube. Author of the Decision Intelligence Substack and LinkedIn Top Voice for six consecutive years; writing has appeared in Harvard Business Review, Fortune, Fast Company, WIRED, and The Wall Street Journal. Member of the Federal Reserve Bank of New York’s Innovation Advisory Council (2023 to 2024); Duke University Few-Glasson Distinguished Alumna. Biography Most companies do not have a data problem, they have a decision problem. The dashboards, pipelines, and models are in place, and yet senior leaders still cannot say which decisions are demonstrably better because of any of it. That gap is the subject Cassie Kozyrkov has been working on for a decade, first inside Google and now with leaders across industries. At Google, she became the company’s first Chief Decision Scientist in 2018 and held the role until 2023. She built a new function that sat between Research and Machine Intelligence on one side and the operating business on the other, and used it to run AI and data through a discipline she calls Decision Intelligence. By the time she left, she had personally trained more than 20,000 Googlers and influenced over 500 projects against that framework. The reason her work travels beyond Google is that she made the material legible. Her course Making Friends with Machine Learning, built inside Google and later released in full on YouTube, is one of the few genuinely plain-English explainers of how machine learning actually fits into business decisions. Her writing in Harvard Business Review, Fortune, Fast Company, WIRED, and The Wall Street Journal has done the same for non-technical executives, and her Decision Intelligence Substack has become a working reference for practitioners. Today she runs Kozyr, advising leadership teams on AI strategy and decision design, and sits on the Federal Reserve Bank of New York’s Innovation Advisory Council on AI and financial markets. The through-line is consistent. She is the rare AI voice who starts with the decision the organisation is trying to get right, and works backwards to the technology, rather than the other way round. Key speaking topics Decision Intelligence AI strategy and adoption Data-driven decision-making Machine learning for business leaders Responsible and effective use of AI AI literacy for executives Bias and judgement in AI systems Ideal for CEOs, boards, and executive teams setting AI strategy and capital allocation against it Chief Data, Analytics, and AI Officers building a decision-intelligence operating model Transformation and strategy leaders responsible for turning AI pilots into business results Leadership programmes and offsites that need genuine AI literacy, not a vendor pitch Audience outcomes A working definition of Decision Intelligence and where it sits relative to data science, analytics, and AI investment. A sharper diagnostic for why AI projects stall: wrong decision scoped, wrong owner, or wrong question asked of the model. Shared language across technical and non-technical leaders for debating AI initiatives without defaulting to buzzwords. Specific techniques for pressure-testing decisions against common biases, including outcome bias and confirmation bias. A realistic read on what current AI systems can and cannot be trusted to decide without human judgement in the loop.