From marketer to mind hacker: The man decoding why people really buy

Richard Shotten has spent over two decades pulling back the curtain on how people make decisions—and why most marketing gets it wrong. A lifelong student of human behaviour, Richard doesn’t just read psychology papers—he applies them to some of the biggest brand challenges in the world.

After 24 years advising global companies across every sector imaginable, Richard founded Astroten, a consultancy dedicated to turning behavioural science into practical marketing results. Since then, he’s become one of the most respected voices in the field, known for bridging the gap between academic research and the messy realities of business.

He’s the author of two bestselling books, The Choice Factory and The Illusion of Choice—both essential reading for marketers who want to understand what actually influences consumer behaviour. The Choice Factory is available in 15 languages and won Best Sales & Marketing Book at the Business Book Awards. His upcoming third title, Hacking the Human Mind, launches in 2025 and promises to go even deeper into the subconscious forces that drive action.

Alongside his writing, Richard co-hosts the podcast Behavioral Science for Brands, is an honorary fellow of the IPA, and an associate at the Møller Institute at Cambridge University. But don’t expect academic fluff—his work is known for being sharply practical, highly entertaining, and immediately useful.

Richard is a Mastermind Event faculty member you won’t often see on stages like this. He’s here not to pitch or perform—but to equip you with tools that could permanently change the way you market, sell, and communicate.

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