Why B2B buyers aren't as rational as they think: Richard Shotton, Author of The Choice Factory

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, we dive deep into the forces that truly drive customer decisions with Richard Shotton, author of the influential book The Choice Factory.

Richard's work is celebrated for taking the academic, jargon-filled world of behavioral science and making it usable and applicable for marketers. We wanted to get him on to bust the myth that these principles are purely a consumer thing. Spoiler: They're not. B2B professionals are just as influenced by biases as B2C customers.

We go beyond surface-level concepts like social proof and scarcity to unpack the EAST framework—a simple, powerful structure (Easy, Attractive, Social, Timely) for applying behavioral science daily.

Richard shares incredible real-world examples that challenge what you think you know about your customer journey.

This episode is packed with practical, costless principles you can apply to stack the odds in your favour and drive behavior change.

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