Simon is a Chartered Business and Consumer Psychologist and CEO with the award-winning psychology strategy consultancy, IB. Simon and his psychology team have advised well-known global brands (such as FedEx, Pfizer, Microsoft, Sony, Aviva, Ericcson, Sony Music, Virgin Atlantic, and Bupa) in relation to understanding human decision-making and behavior and decisions.

Simon is an author and regularly presents at international conferences on employing psychological science to help brands develop stronger employee/consumer understanding and brand relevance. This work in onboarding, market growth, customer experience, organizational communications, loyalty, and retention has won multiple awards. He has spoken at internal organizational conferences and inspirational keynotes (Aviva, Facebook, Kaspersky, Microsoft, NHS, and GSK) as well as global conferences in FS, Travel, Retail, Fintech, Health, and Entertainment.

Simon enjoys inspiring and challenging audiences into new ways of thinking and uses everyday examples and interaction to engage them. He has acted as an advisor to the UK and US governments and delivered keynotes to various departments and work groups. He regularly appears on the TV and radio and in the press discussing organizational/brand psychology and behavioral intervention.