Every organization’s success is down to one thing – making it easy and rewarding for people to make the choices you need them to make. The Business of Choice is a behavioral insights and choice architecture consultancy that helps organizations make these choices align with how people naturally choose. Matthew Willcox, founding partner, is one of the pioneers of the application of behavioral science insights to the practice of marketing. His book The Business of Choice – Marketing to Consumer's Instincts was named M&SB’s "Marketing Book Of The Year and winner of the American Marketing Association’s prestigious Berry Book Prize in 2016. Prior to setting up The Business of Choice, Matthew founded and ran the Institute of Decision Making, a think tank that served as a bridge between marketing practitioners and scientists who study behavior and choice. Matthew has over 25 years brand strategy experience, and has helped organizations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestlé, Shell and GlaxoSmithKline get their products chosen, and in the process, has won eight Effie Awards. He has also acted as an expert on behavior change for the US Food and Drug Administration anti-smoking programs, for consumer, B2B and healthcare companies, and for development organizations tackling stubborn problems in the area of sexual and reproductive health. He speaks frequently speaker at marketing and communication events, including El Sol in Madrid, Most Contagious in London, and the Cannes Lions