The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls.
By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research.
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The focus of the book is to give managers the information they need in a way that they can absorb quickly. They can pick up a helpful tip in 10-minutes or glean an entire skill-set with a deeper reading. The goal is for the busy manager to know what to do and how to do it without interrupting their regular workflow.
Each role highlights the current, authentic problems managers face and briefly explores the limiting mindsets or common mistakes that led to those problems. The book has 29 skill-based chapters, which cover essential managerial skills like one-on-ones, giving feedback, delegating, hiring, building team culture, and leading remote teams. The book also includes over 30 unique tools, such as a prep worksheet for your next one-on-one and a list of over 100 behavioural questions for your next interview.
