The Decision Practice is a behavioural management consultancy, founded by John Owen.


About John


John is a business leader, strategist, and behavioural scientist with over 25 years of professional experience.

He has a broad skillset, having worked in journalism, consumer research, digital marketing and brand strategy. He was managing partner of Dare during a time when it was recognised no fewer than 6 times as Digital Agency of the Year and as Digital Agency of the Decade by the advertising industry bible, Campaign. As a business leader, his focus was always on nurturing a strong culture and this was a critical factor in Dare's success.

John completed a masters degree in Behavioural Science at the London School of Economics in 2016. He is now dedicated to helping make people's working lives better - in the strong belief that this is also key to making businesses more successful.

The science of human behaviour

Behavioural science is the study of human behaviour and decision making. Its key insight is that, most of the time, we don't think first then act according to our intentions; rather, we find ourselves doing something and then use our reasoning to explain this course of action.

As Jeff Goldblum's character says in The Big Chill:

"I don't know anyone who could get through the day without two or three juicy rationalizations. They're more important than sex."

The truth is that unconscious processes drive much of what we do. A lot of human behaviour is habitual, but our decision making is also heavily influenced by our immediate context. This could include the ambient conditions, the way a choice is framed, the presence of other people, our emotional state - or, often, a combination of the above. 

So, it's hard to do the right thing. But, armed with scientific insight, we can design environments, systems, structures and rituals to guide us in the right direction. And we can measure their impact, little by little, with scientific rigour, learning as we go.

That's the scientific method. And that's what we do.