"It's my bible for understanding the hundreds of behavioural biases. The ultimate reference guide to decode human decision-making." Phill Agnew, host of the No.1 marketing podcast 'Nudge'. "You'll refer to this book time and again. It's the equivalent of having two experts on staff who research, distil, and prompt you to use countless psychological principles to sharpen your marketing strategy. Fantastic!" Nancy Harhut, Chief Creative Officer, HBT Marketing; Author of Using 'Behavioral Science in Marketing "A really neat idea. I like the simplicity of the ABC approach.

" Alan Tapp, Professor of Marketing "If you're serious about marketing, this book is non-negotiable. It gives you the psychology you need to stop guessing and start creating work that actually connects." Katy Howell, CEO of Immediate Future "This is exceptional. Rarely does a book come along that covers this subject in a way that is both comprehensive and very readable. I have been waiting for a book like this and would recommend it therefore to both practicing marketers, academic colleagues from across the business spectrum, and engaged students." Jonathan Deacon, Professor of Marketing "This book is packed with brilliant brain hacks that will make your comms and marketing unforgettable. You learn how to tell better stories, be bolder with humour, and be inspired by behavioural science insights that work in real life. It's smart, useful, and I'll be stealing ideas from it for years to come.

" Hel Reynolds , Chief Unboring Officer, Comms Creatives "This book is essential reading for marketers intent on advancing their strategic capabilities. The ABC approach presents a robust, practical framework grounded in psychological theory, making it highly relevant to today's marketing landscape. Whether you are at the outset of your marketing career or bring years of experience, the insights offered are both accessible and readily applicable, making this book an invaluable addition to your professional toolkit." Chris Daly, Chief Executive, Chartered Institute of Marketing.