This is Matthew Wilcox, author of the Business of Choice,

marketing to Consumers Instinct, and you're listening to the Marketing Book Podcast.

Welcome to the Marketing Book Podcast, helping you keep up with the smartest thinking

in the quickly changing field of modern marketing.

And now, here's your host, Douglas Burdett.

Hello, thanks for joining me on the marketing book podcast, which was named by

LinkedIn is one of 10 podcasts that will make you a better marketer in 2016. My goal

for this podcast is to help you discover new ideas about what's working in modern marketing.

Don't worry about taking notes. You can find links to everything discussed in the episode's show notes

at marketingbook podcast.com. Today we're joined by Matthew Wilcox

and we're going to talk about his book The Business of Choice,

marketing to consumers instincts. Matthew Wilcox is founder and executive director

of the Institute of Decision Making,

a part of the Global Integrated Marketing

Communications Company, FCB, Footcone Building, the Institute of Decision Making was established to bring the findings

from scientists who study human behavior and how people make choices into the practice of marketing, which is exactly what his book does.

Matthew has more than 25 years of brand strategy experience that spans the globe and is a frequent

speaker at business schools and at marketing and

communication events. Matthew congratulations on the business of choice and

welcome to the marketing book podcast. Thank you very much, Douglas.

It's great to be here and thanks for taking the time to talk to me.

And I should add that the Book Review Company has named the Business of Choice The Marketing

...