Behavioural Solutions for Brands and Business
WHO WE ARE.
A Brand and Behavioral Science Consultancy for Business.
Global C-suite experts with decades at FTSE 100 and Fortune 500 organisations.
We apply decision science to brands, culture, reputation, proposition design and manufacturing processes.
WHAT WE BELIEVE.
1. Every business problem is a behavioral problem - and can be prevented.
2. Appreciating how people think leads to better, faster and safer outcomes.
3. Behaviourally-informed solutions builds revenue, reputation, and relationships.
4. All leaders are prone to error, the key is to prevent what's predictable.
WHAT WE DO.
Customer disloyalty and employee activism are rising; corporate lifespans shrinking; boards failing.
Do you hear the voices that really matter? Do others hear you?
Our proprietary PERIMETERS™ model evaluates how well your organisation tunes in - or out - critical voices.
WHAT YOU GET.
Enhanced REPUTATION.
Reduced RISK.
Greater INFLUENCE.
Effective CHANGE.
Inclusive CULTURE.
BETTER DECISIONS.
Nuala G.Walsh
FOUNDER CEO
MindEquity Founder CEO, Nuala advises Fortune 500 firms, human rights and sports associations on strategy, reputation, culture and behaviour change. Clients industrywide include Asics, Uber, BBC, Aer Lingus, SSE, International Tennis Federation, and ICOCA, applying strategies to risk, compliance, product, HR, and marketing.
In 2024, Nuala was appointed Adjunct Professor of behavioral science at Trinity College Dublin's School of Medicine, and is a Senior Fellow at the London School of Economics.
A former FTSE 100 Chief Marketing Officer, Nuala's 30-year global investments career spans BlackRock, Merrill Lynch and Standard Life Aberdeen. Recognised among the 100 Most Influential Women in Finance, she engineered sponsorships such as the Ryder Cup and ATP Senior tour. At PA Consulting, she completed a one-year project in Africa for the World Bank.
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Former Vice-Chair of UN Women (UK), appointments include Founding Director of the Global Association of Behavioural Scientists; President of Harvard Club of Ireland, and Chair of Innocence Project London; independent Non-Executive Director at British & Irish Lions, Advisor at World Athletics, and Council Member at The Football Association.​​​​​
Nuala is author of TUNE IN: How to Make Smarter Decisions in a Noisy World, winner of the 2024 International Book Award, New York City Big Book Award and 2025 Independent Press Award. She is a contributing author to Inspirational Investing.
A sought-after speaker, her TEDx talk on indecision has been seen by nearly a million viewers.
With 100+ articles in Forbes, Inc., Psychology Today, and Harvard Business Review, her insights have been featured by the Financial Times, CNBC, the Economist, The Telegraph, The Irish Times, Forbes India, Forbes USA, the Belfast Telegraph, Yahoo Finance, CEO World, BBC, RTE, Virgin, and Fox Business. ​
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Holding two first-class masters , a BA in Philosophy, and trained in forensic psychology, she guest lectures in INSEAD, Harvard Kennedy School, Hult, and the Universities of Texas, Minnesota, Dublin and Greenwich.
"The only book on decision-making you'll ever need."
​DR. DARIO KRPAN, London School of Economics & Political Science
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"Sensational."
- Rory Sutherland, Vice-Chair, Ogilvy
"Well-Crafted."
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THE IRISH TIMES
"Stunningly Original."
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David Butcher
