Author of several bestselling business books, Ian Atkinson has had a varied career – as an award-winning copywriter, board-level creative director, acclaimed speaker, trainer and brand strategy consultant. He has a degree in psychology and an interest in the role behavioural science can play in marketing communications.

He’s the founder of communications consultancy Sodium and has worked with some of the biggest brands in their sectors including Avis, B&Q, Barclays, Cow & Gate, Dyson, Jaguar, Lloyds, Macmillan, Nando’s, National Geographic, Next, Oxfam, Sky, Stihl, The Royal British Legion, Toyota and Zurich.