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Make a choice. Buy this book and explore your biases by Dominic Mills

Cover of The Choice Factory by Richard Shotton Possibly bringing both conscious and unconscious biases to this week's column, Dominic Mills reviews and digests the Choice Factory - Richard Shotton's behavioural science bestseller

... It’s a great read, fast-paced and easily accessible. Better than that, it’s the kind of book you can open at random and find something that both changes your perspective and which can be practically applied to pretty much any brand communications problem.

... I’m upfront about: buy this book. I’m confident you’ll find it both useful and illuminating, and even if you don’t you’ll find it entertaining and, quite possibly, challenging.
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