The Science Behind Why We Buy

Phil Barden is the author of the book Decoded, The Science Behind Why We Buy, and the MD of Decode Marketing, a company that leverages decision science to empower brands to maximize marketing effectiveness.

Before joining Decode, Phil spent 25 years in senior marketing roles at brands such as Unilever, Diageo, and T-Mobile before something changed when he discovered a 'fascinating, new mental model' on how to understand why people buy.

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells speaks to Phil about that journey.

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