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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. 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.

Start a Small Business is your ultimate step-by-step guide to launching and scaling a profitable business in today’s economy. Whether you're building an online business, starting a brick-and-mortar store, or offering services as a solopreneur, this book will empower you with actionable strategies, expert insights, and proven frameworks to succeed.

TikTok isn’t just for dancing teens–it’s a booming social media platform that can help your small business reach new customers and build a community around your brand.