Biju Dominic

For thirty-six years, BIJU DOMINIC has pursued a single quest: to understand what shapes human behaviour. He spent his first seventeen years in top advertising agencies, practising the craft the traditional way. In 2007, he co-founded FinalMile Cosulting, now a Fractal Analytics company, to break with convention, fusing neuroscience, behavioural economics and design into a new language for behaviour change.


Today, he plays on the new frontier where neuroscience, artificial intelligence and design meet. He is driven by a simple conviction: the better we decode the brain's master algorithm, the smarter our persuasion strategies will be. Over the past nineteen years, he has applied this new approach to mitigate major behaviour challenges around the world.