The Illusion of Choice

No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern marketing.Rory Sutherland, author of Alchemy, vice-chairman of Ogilvy

This book will make you better at your job. If you’re trying to get your head around behavioural science, or how to apply it, look no further – Shotton has done all the hard work for you. Keep a copy within arm’s reach – you’ll be coming back to it time and again.Jonah Berger, marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious

People behave in surprising ways, often driven by cognitive biases. The Illusion of Choice is a straightforward and practical guide to these biases and how to apply them. An essential read for every marketing professional.Matthew Syed, Olympian and author of Black Box Thinking

Some books are designed to be impressive, written in complicated jargon. This book is designed to be useful, surprising, and practical, which is why it’s written in plain English. Those other books look good on the bookshelf or behind your head on Zoom calls. This book you’ll actually use.Dave Trott, creative director, columnist at Campaign and multiple agency founder