Gerald Ashley: business risk & decision making expert
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Gerald always seeks to bring fresh new ideas and thinking to the area of business risk and strategy.

Gerald Ashley is a sought-after speaker, advisor, broadcaster and writer on change, risk and decision making. Covering risk analysis, strategy, behavioural economics and change management, he speaks on topics that affect any business at any level.


Looking at risk from all industries and areas of life and study, Gerald seeks to challenge the classical economic models which attempt to predict behaviour with linear, rational processes. Gerald states that people simply don’t work like that, whether it’s consumers deciding on what product to buy, or business leaders choosing corporate strategy or investment.


With examples ranging from forest fires to Hollywood actresses, he takes an entertaining, insightful look at where many conventional, accepted ways of viewing problems, making decisions and assessing risk are flawed. By highlighting that there are sometimes no perfect solutions, many ‘known unknowns’, and that we are influenced by context rather than facts and instinctive biases rather than rational analysis, he leads audiences to new ways of thinking.


Gerald has over forty years experience in international finance and business, having worked in London, Hong Kong and Switzerland.


He is a Visiting Fellow at Newcastle Business School and a Fellow of the Royal Society of Arts.