Curious About Curious Decisions?


Curious Decisions is the brainchild of Emily Jacob.  The ethos of Curious Decisions is that marketing decisions must also de facto be helping the customer in their world.  It is about responsible marketing, not about helping flog something that customers don’t really want or need.  It is about putting a corporate’s social responsibility at the heart of decision-making, based on a very firm belief that in a world of commoditisation and (dis)trust, how a business builds a better, more sustainable world is the only remaining sustainable revenue stream.

Curious (the child-like appetite for ‘why’ which is never sated) plus Decisions (based on the marriage of facts and instinct) is really the blending of art and science.  Marketing has always been at this apex, adept at translating the cold, hard, rational thinking of business into wonders of imagination & story-telling in advertising.  Curious Decisions has the formula to support you in managing this dichotomy.

Curious Decisions is for you if your business needs support in putting the customer at the heart of your decisions, and in helping your customers feel great through the marketing campaigns you and your team create.  And Curious Decisions is for you if your business needs support to ensure those campaigns are representative of your customers and the lives they lead and you need help in igniting diversity thinking in your business.

Curious Decisions is for you if you need support in making decisions for your life and your career; if you feel blocked in your career and want help to develop your roadmap to achieve your aspirations; if you know that if you could only believe in yourself, your dreams would become your reality; or if you want to tap into that confidence you once had, and fly.

The Curious Brand Values

The Curious Decisions brand values have been chosen to help guide how Curious Decisions does business.



– the first chapter of Sheryl Sandberg’s book Lean In asks, “What would you do if you weren’t afraid?”.   Fear of taking the first step is so often what stops us from achieving our dreams.  The courage to keep going regardless of our inner fears, and learning how to sate those fears, even disbelieve those fears, is critical to fulfilling our potential.  Coaching can provide a way through.  Fear is also what keeps our marketing safe and the same.  Fear is the enemy of creativity and innovation.  What could your marketing look like, if you weren’t afraid?  What could your career be like, if you weren’t afraid?


– Cindy Gallop is a breath of fresh air in a world which otherwise can seem quite generic – a strident and vocal supporter of women in the workplace who has been as open about her private life as she has been on the ‘old way’ of doing things.  When she says, “People can always take issue with what you say, but people absolutely cannot argue with what it is you do if it is in line with what you believe and what your principles are and the promises you’ve made,” those are powerful words.  She is a true inspiration to me.  When we can be truly authentic in ourselves, we exhibit natural confidence.  In today’s digital world, inauthenticity can be seen through in moments; authentic marketing is the only way forward. 


– Buddhism is not merely a peaceful religion, but it’s a way of thinking and being with kindness at the core.  The Dalai Lama has said, “Our prime purpose in this life is to help others. And if you can’t help them, at least don’t hurt them.”  This is core to Curious Decisions’ belief that we all have the power to influence, and that influence should be used for the positive good of the world in which we operate.  Marketing is nothing more than the power of influence in action; the definition of great marketing needs to change from sales units to how it has changed the world for good. 

To find out more about Emily, please click here.

Curious Decisions