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 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 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 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.

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 Niluka Kavanagh She co-founded KPMG’s Behavioural Science Unit, giving her a practitioner’s understanding of how psychological insight can be embedded in organisational design: not cited in a presentation, but built into real structures inside a global firm. Building and operating three businesses across fourteen countries, with a community of more than a thousand independent founders behind ImagineThat, gives her a working understanding of what trust, engagement, and team performance look like when conventional structures of co-location and hierarchy do not apply. She has operated inside large organisations and built three independent businesses: she can speak to the intrapreneurship and autonomy conversation from both sides of the corporate boundary. Through The Modern CEO, the organisational arm of her ImagineThat platform, she takes the multigenerational engagement debate out of HR theory and into the specifics of daily leadership communication, intrapreneurship, and psychological safety across teams. The KPMG FutureThinkers initiative she co-founded convening speakers from the BBC, HSBC, and others, gives her direct insight into how large organisations signal innovation internally, and where those signals fall short. Biography highlights Co-founded KPMG’s Behavioural Science Unit and the KPMG FutureThinkers initiative during nearly five years as a consultant and project lead at the firm Advised organisations including Mastercard, Tesco, the London Stock Exchange Group, and Lloyds Bank Founder of ImagineThat, a business school for independent entrepreneurs with over 1,000 members across multiple countries Published in The World Financial Review on the application of behavioural science to customer experience design Opened the 2026 Learning Technologies conference programme on the human side of the future of work, at Europe’s largest workplace learning event Featured in a University of Oxford alumni profile on entrepreneurship and alternative career models Guest lecturer at Trinity College Dublin, the University of Edinburgh, and Somerville College, Oxford Graduate of the University of Oxford (English, Somerville College) Biography Most organisations still use presence as a proxy for productivity and hierarchy as a proxy for trust. Neither assumption holds for the workforce that is now entering and increasingly leaving corporate life. Niluka Kavanagh’s work sits precisely at that fault line: the widening gap between how organisations are designed and what the people inside them now expect. Her grounding in this is practical. At KPMG, she spent nearly five years consulting for organisations including Mastercard, Tesco, and the London Stock Exchange Group, co-founding both the firm’s Behavioural Science Unit and its FutureThinkers initiative. Both projects were about the same thing: applying psychological and behavioural insight to how organisations lead change, design experiences, and engage the people doing the work. After leaving KPMG, she tested the same ideas from the outside. Three businesses, fourteen countries of operating experience, and a community of more than a thousand independent founders gave her the empirical base for The Modern CEO, the organisational branch of her ImagineThat platform. It is a leadership model focused on engagement, intrapreneurship, daily communication, and psychological safety across multigenerational teams. Her writing on behavioural science and customer experience has appeared in The World Financial Review. She is a graduate of the University of Oxford and holds a CIMA accounting qualification. Key speaking topics Future of work and workforce transformation The Modern CEO framework for multigenerational leadership Behavioural science in organisational design Multigenerational leadership and team engagement Intrapreneurship and internal innovation Human-centric leadership and trust structures Leadership communication and psychological safety Ideal for CHROs and people leaders managing generational shifts in workforce expectation and culture CEOs and senior leadership teams seeking to align organisational structure with modern ways of working Transformation leads and change teams working on culture, engagement, and talent retention Professional services and entrepreneurial firms navigating the shift to more autonomous, distributed, or flexible operating models Audience outcomes A working understanding of how generational values are reshaping expectations around autonomy, leadership, and work design, and where the organisational cost is already showing up The Modern CEO framework as a practical model for engagement, intrapreneurship, communication, and psychological safety across multigenerational teams Concrete approaches to unlocking intrapreneurial thinking in teams, drawn from real experience building innovation initiatives inside a global consultancy A clearer sense of how behavioural science applies to culture and leadership challenges beyond the theoretical, grounded in organisational practice Practical questions to apply to their own organisation’s structure, communication norms, and talent strategy

Why organisations work with Jen Sincero Her four Badass books have sold more than five million copies in over forty languages, which gives audiences immediate familiarity and a shared vocabulary before she takes the stage. She speaks directly to the part of an engagement and retention problem that policy cannot fix: what people privately believe about their own potential, their right to earn, and their capacity to change a habit. Her audiobook narration of You Are a Badass won the 2014 Audie Award from the American Audio Publishers Association, evidence that the delivery itself, not only the writing, holds an audience. She is a regular speaker at the Pennsylvania and Massachusetts Conference for Women, which gives her a track record at the scale and format most women’s leadership programmes commission. She is one of the few keynote names that consistently lifts attendance and registration for internal empowerment, mental fitness, and money mindset events without requiring topical reframing for each booking. Biography highlights Number-one New York Times bestselling author of You Are a Badass, with over five million copies sold and translation into more than forty languages Author of four titles in the Badass series, including You Are a Badass at Making Money, also a New York Times bestseller 2014 Audie Award winner from the American Audio Publishers Association for narration of You Are a Badass Featured speaker at the Pennsylvania and Massachusetts Conference for Women Media credits include the New York Times, Forbes, Fast Company, Bloomberg, The Dr. Oz Show, Oprah Magazine, Success Magazine, and The Howard Stern Show BA in English, Colorado College, 1987 Biography You Are a Badass became a slow-burn phenomenon after its 2013 release, climbing the New York Times bestseller list and staying there for years. The book reframed personal success as a problem of belief and habit rather than information. Jen Sincero wrote it, narrated it, and won the 2014 Audie Award from the American Audio Publishers Association for the audiobook. The Badass series now runs to four titles, including You Are a Badass at Making Money and Badass Habits, with combined sales of more than five million copies across forty languages. Sincero’s central argument is that the gap between what people say they want and what they do is held in place by inherited beliefs about money, worth, and what they are allowed to want. Closing that gap is the work of her books, coaching, and stage material. Her speaking practice is built for audiences inside organisations that have already tried policy answers to engagement and retention. She speaks at the Pennsylvania and Massachusetts Conference for Women, at corporate empowerment events, and at executive retreats where the brief is to shift what people privately believe is available to them. Her style is direct, comedic, and unapologetically practical, designed for action rather than reflection. Before the Badass books, Sincero was a freelance writer in Los Angeles and a workshop facilitator with the women’s entrepreneurial network Ladies Who Launch. She holds a BA in English from Colorado College. Her media credits include the New York Times, Forbes, Fast Company, Bloomberg, Oprah Magazine, The Dr. Oz Show, and The Howard Stern Show. Key speaking topics Money mindset and wealth psychology Self-limiting belief and confidence Habit formation and behaviour change Personal motivation and empowerment Women’s leadership and entrepreneurship Ideal for CHROs and people leaders running engagement, retention, and internal mobility programmes Heads of DEI and women’s leadership networks commissioning conference and ERG keynotes Sales, broker, and advisor conferences where money belief and personal confidence determine output Internal empowerment, mental fitness, and culture moments inside large organisations Audience outcomes A direct, named language for the beliefs that quietly limit individual performance Specific habit-change tools drawn from Badass Habits, applicable from the day after the event A money-mindset frame that connects personal earning beliefs to commercial behaviour Higher attendance and registration energy around internal empowerment programming A shared reference that people leaders can carry into one-to-ones and team conversations

Why organisations work with Grace Lordan She runs the only research centre of its kind inside a top-tier university focused on bringing behavioural science to inclusion at firm level, The Inclusion Initiative at LSE, which gives her findings weight that internal DEI teams cannot generate alone. Her work tells senior leaders which interventions actually shift hiring, promotion, and retention data, and which ones look good in a values statement but fail under measurement. She speaks the language of CFOs and boards, linking inclusion to productivity and performance, which is what gets budget approved and kept. She brings a practical behavioural toolkit, nudges, structured decision design, debiased processes, that leaders can install rather than aspire to. Her Penguin book Think Big has built a wide reader base among professionals, so audiences often arrive already familiar with her frame for individual career design, which makes the organisational material land faster. Biography highlights Associate Professor in Behavioural Science, London School of Economics and Political Science. Founding Director of The Inclusion Initiative at LSE, the research centre she established in 2020. Director of the MSc in Behavioural Science at LSE. Author of Think Big: Take Small Steps and Build the Future You Want (Penguin Life, 2021). Served on the UK government’s Skills and Productivity Board and the BEIS social mobility taskforce; advisory board member of the Women in Finance Charter. Contributor to Financial Times, Harvard Business Review, MIT Sloan Management Review, Fortune, Fast Company, and Reuters; host of the Work FORCE podcast. Biography Inclusion work inside firms has a credibility problem. Budgets have grown for a decade, yet most leadership teams struggle to show a clean line between their interventions and real movement in who gets hired, promoted, and retained. That is the gap Grace Lordan has built a career around closing. She is an Associate Professor in Behavioural Science at the London School of Economics and the founding director of The Inclusion Initiative, the LSE research centre she established in 2020 to bring behavioural science into how firms actually design talent decisions. Her research tests which interventions move the numbers and which do not, across hiring screens, promotion processes, and team composition. The work is published in peer-reviewed journals and picked up by Financial Times, Harvard Business Review, and MIT Sloan Management Review. She also directs the LSE MSc in Behavioural Science, teaches corporate decision-making to executive students, and has advised the UK government on skills, productivity, and social mobility. Her Penguin book Think Big: Take Small Steps and Build the Future You Want applies the same evidence base to individual career design, which is why professional audiences often encounter her ideas before they meet her in the room. What senior buyers get is someone who can talk to a CHRO about process design, to a CFO about productivity, and to a board about where their inclusion spend is working. The argument is built on evidence from an LSE research centre, not consultancy generalities. Key speaking topics Inclusion as a measurable driver of firm productivity Behavioural science applied to hiring and promotion decisions Designing teams for performance and progression The future of work and skills in a changing labour market Women’s progression and the economics of the gender gap Evidence-based leadership and debiased decision-making Ideal for CHROs and heads of talent responsible for moving measurable inclusion outcomes CEOs and boards allocating budget to DEI and wanting to know what actually works Financial services and professional services leadership teams working under the Women in Finance Charter or equivalent progression commitments Executive audiences across government, policy, and regulated sectors addressing skills and social mobility Audience outcomes A sharper read on which inclusion interventions have evidence behind them and which do not Specific behavioural design moves leaders can apply to hiring, promotion, and team decisions Language that connects inclusion to productivity and performance for CFO and board conversations A clearer view of where the future of work is moving for skills, talent pipelines, and progression Confidence to retire activities that signal good intent but fail on measurement

Why organisations work with Brent Adamson He co-authored the two books that redefined how serious B2B organisations think about commercial effectiveness; the Challenger thesis is now the reference point most large sales transformations are measured against. His research at CEB and Gartner, conducted over nearly two decades with thousands of B2B sales organisations, gives him a dataset on buyer behaviour that almost no individual practitioner can match. He gives commercial leaders a specific diagnosis of why win rates fall in complex deals, decision complexity, information overload, implementation uncertainty and value opacity, and a vocabulary their teams can act on. He works at the boundary between sales and marketing, which is where most B2B revenue problems actually live, and addresses both functions as one commercial system. His sensemaking and buyer-confidence work has moved the conversation past closing technique into the harder question of how customers come to a decision they will defend internally. Biography highlights Co-author, The Challenger Sale (Portfolio, 2011) and The Challenger Customer (Portfolio, 2015), with Matthew Dixon, Pat Spenner and Nick Toman. Chief storyteller for CEB, now Gartner’s, sales, marketing and customer service practices, 2003 to 2022; Distinguished Vice President at Gartner. Current Global Head of Research, Advisory and Communities at Ecosystems, a SaaS platform for collaborative customer value management. Harvard Business Review contributor, including “Sensemaking for Sales” (January to February 2022) and “Traditional B2B Sales and Marketing Are Becoming Obsolete” (2022). Originator, with colleagues, of the Mobilizer profile, Buyer Enablement and Customer Decision Confidence as working concepts in B2B sales. MBA, University of Michigan Ross School of Business; PhD in Applied Linguistics, University of Texas; former faculty member at Michigan State University. Biography The Challenger Sale argued, on the basis of CEB research across thousands of B2B reps, that the best performers do not build relationships and then sell. They teach, tailor and take control of the conversation. Published in 2011, it became the reference text for a generation of sales transformation programmes. That book was the first chapter of a longer argument. With The Challenger Customer in 2015, Adamson and his co-authors turned their attention from the seller to the buyer, showing that the average B2B purchase now involves more than five stakeholders and that consensus, not persuasion, is the binding constraint. The Mobilizer, the stakeholder willing to drive change inside their own organisation, became the figure most B2B commercial teams now train to find. From 2003 to 2022, Adamson served as chief storyteller for CEB, later Gartner, where he held the role of Distinguished Vice President. His “Sensemaking for Sales” article in the Harvard Business Review set out the next step in the work: in markets saturated with information, the seller’s job is to help the buyer make sense of what they already know, not to add to the pile. He now leads research, advisory and communities at Ecosystems, a SaaS platform for collaborative customer value management. The throughline across two decades is the same question. What does an effective commercial organisation look like when the buyer has more information than they can use and less confidence than they need to act on it? Key speaking topics B2B sales effectiveness and the Challenger model Buyer enablement and customer decision confidence Sensemaking as a commercial discipline Mobilizers and consensus selling in complex B2B deals The sales and marketing operating system Commercial leadership for digital-first buyers Ideal for Chief revenue officers, chief sales officers and chief commercial officers leading B2B sales transformation Chief marketing officers in B2B environments aligning demand and revenue functions Sales enablement and sales operations leaders rebuilding methodology and training Boards and executive teams reviewing the commercial model in complex, multi-stakeholder markets Audience outcomes A clear diagnosis of why complex B2B deals stall, framed around decision complexity, information overload, implementation uncertainty and value opacity A working vocabulary for buyer enablement, sensemaking and customer decision confidence that sales and marketing teams can apply together A concrete picture of the Mobilizer profile and what it changes about how teams qualify and pursue accounts A sharper view of where the commercial organisation needs to invest next, beyond seller skills, into how customers actually buy