Talks and lectures that turn research into decisions

• Your customers aren't irrational. Your marketing is.

  A talk about why people buy, and how to test it: how businesses can use what we know about decision-making to communicate value clearly, and stop asking customers to do too much work.

  For Business owners, marketing teams, entrepreneurship programmes

  • When more choice helps and when it hurts, and why the evidence on choice overload is mixed
  • Three tests to run on your own messaging this week
  • The value ladder framework for writing offers people understand

  Formats Keynote · 30 min · Workshop · 2 hrs

  Built on The value ladder, a simple way to write offers people understand · Can rewriting a landing page around customer objections improve qualified enquiries?

• Marketing after AI: what changes and what never will

  AI is changing how people search, compare and decide. This talk separates what really changes for marketers from the fundamentals of why people buy, which matter more than ever.

  For Conferences, industry associations, leadership teams

  • How AI assistants are becoming a new shelf for brands
  • What to publish so AI systems describe your business accurately
  • The human skills that grow in value as tools get cheaper

  Formats Keynote · 30 to 45 min · Panel

For colleges and universities. Each lecture connects a core marketing concept to something happening in the market right now, with an exercise students can apply in the room.

• Why people buy: consumer behaviour in the wild

  Core consumer behaviour concepts, from decision shortcuts to social proof, explained through brands and campaigns students see every day, and paired with simple ways to test them.

  For Undergraduate and MBA marketing students

  • Spot five decision shortcuts in real ads and packaging
  • Apply the value ladder to a product of their choice
  • Turn one observation about buyers into a question that can be tested

  Fits courses Consumer Behaviour · Principles of Marketing · Brand Management

  Formats Guest lecture · 60 to 90 min

  Built on The value ladder, a simple way to write offers people understand · What small-business sales conversations reveal about the gap between attention and trust

• Running marketing experiments: from hypothesis to result

  How to design a small, honest marketing experiment on social media or a website, read the results, and avoid fooling yourself. The examples start from a question about why people buy and end with a test of it.

  For Undergraduate and MBA students in digital marketing and marketing research

  • Write a testable marketing hypothesis
  • Choose metrics that answer the question
  • Read results without over-claiming

  Fits courses Digital Marketing · Marketing Research

  Formats Guest lecture · 60 to 90 min · Workshop · 3 hrs

  Built on Can rewriting a landing page around customer objections improve qualified enquiries? · Do question hooks beat statement hooks on short videos?

For company teams and learning programmes, built around your own material rather than generic examples.

• Find your one sentence: a positioning workshop

  A hands-on session where teams write, sharpen and plan how to test the one sentence that explains why customers should choose them.

  For Founders, small business teams, corporate marketing teams

  • A positioning statement and a plan to test it
  • The value ladder applied to your own product
  • A one-page messaging guide to use across channels

  Formats Half day · Full day

  Built on The value ladder, a simple way to write offers people understand

Keynote

20 to 45 minutes, one big idea with practical takeaways.

Workshop

90 minutes to a full day, hands-on with your team's real material.

Guest lecture

60 to 90 minutes, mapped to your course and level. See the lecture topics

Panel or fireside

A moderated conversation on marketing, brand or AI.

Online

Webinars, podcasts and live sessions.

Everything an organiser needs for the programme, the website and the host's introduction. Copy the text as it is, or trim it to fit.