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Listen "Ep 44 : Matthew Willcox on The Business of Choice - Choice Architecture, Behavioral Lens Framework , How Marketing is About Helping People Make Choices"
Episode Synopsis
How marketing is about helping people make choices and feel good about themselves ?
How to make the behavior you need people to adopt an easy, natural and rewarding choice ?
What is Matthew's framework of Behavioral LENS for behavioral insights and choice architecture?
If Content is King, how ‘Context is Queen'?
Matthew Willcox answers the above questions and many more as he get at the heart of how human beings make decisions. Beyond marketing plans and strategies, he gets at what motivates us at our core. The result is revolutionary ways of thinking about the consumer journey and how your brand can intersect and influence choice. Matthew is an author of "The Business of Choice"
, co-winner of the American Marketing Association-Berry Book Prize and winner of Marketing & Sales Books "Marketing Book Of The Year 2016". He is the founder of the Institute of Decision Making. He currently runs a behavioral insights and choice architecture consultancy and training.
Matthew has over 25 years brand strategy experience in Europe, Asia and North America, 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.
Matthew's Consulting Company - https://thebusinessofchoice.com/
Matthew's Book - https://www.amazon.in/Business-Choice-Influences-Everyones-Decisions/dp/1839820713
Matthew's Linkedin : https://www.linkedin.com/in/businessofchoice/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
The Conversation Chapters
00:00 Introduction to Matthew Willcox
01:03 Marketing is about helping people make choice
05:40 Matthew's Framework of Behavioural LENS
19:25 Self Efficacy - Making consumers feel lucky, beautiful and smart
23:46 How to make people feel good about their choices -Role of Brands, Brand Purpose
28:10 Familiarity with a Twist
32:40 Cocktail Party Effect - Relevance, followed by Disruption
35:44 Content is King and Context is Queen
42:40 Talent Show - Bird Watching
47:34 Rapid Fire - Personally Speaking with Matthew
Follow Jagged with Jasravee on Social Media
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
#choicearchitecture #behavioraleconomics #thebusinessofchoice #behavioralinsights
How to make the behavior you need people to adopt an easy, natural and rewarding choice ?
What is Matthew's framework of Behavioral LENS for behavioral insights and choice architecture?
If Content is King, how ‘Context is Queen'?
Matthew Willcox answers the above questions and many more as he get at the heart of how human beings make decisions. Beyond marketing plans and strategies, he gets at what motivates us at our core. The result is revolutionary ways of thinking about the consumer journey and how your brand can intersect and influence choice. Matthew is an author of "The Business of Choice"
, co-winner of the American Marketing Association-Berry Book Prize and winner of Marketing & Sales Books "Marketing Book Of The Year 2016". He is the founder of the Institute of Decision Making. He currently runs a behavioral insights and choice architecture consultancy and training.
Matthew has over 25 years brand strategy experience in Europe, Asia and North America, 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.
Matthew's Consulting Company - https://thebusinessofchoice.com/
Matthew's Book - https://www.amazon.in/Business-Choice-Influences-Everyones-Decisions/dp/1839820713
Matthew's Linkedin : https://www.linkedin.com/in/businessofchoice/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
The Conversation Chapters
00:00 Introduction to Matthew Willcox
01:03 Marketing is about helping people make choice
05:40 Matthew's Framework of Behavioural LENS
19:25 Self Efficacy - Making consumers feel lucky, beautiful and smart
23:46 How to make people feel good about their choices -Role of Brands, Brand Purpose
28:10 Familiarity with a Twist
32:40 Cocktail Party Effect - Relevance, followed by Disruption
35:44 Content is King and Context is Queen
42:40 Talent Show - Bird Watching
47:34 Rapid Fire - Personally Speaking with Matthew
Follow Jagged with Jasravee on Social Media
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
#choicearchitecture #behavioraleconomics #thebusinessofchoice #behavioralinsights
More episodes of the podcast Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders
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20/11/2025
136 - Jasravee Kaur Chandra on Brand Strategy in 2025: Diagnosis First, AI Second (CLEAR Framework)
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