May 13 & 14, 2026 LONDON, ONTARIO, CANADA
The Human Factor Summit, London, ON
A Behavioral Marketing Summit for Entrepreneurs & Small Business Owners
The Human Factor Summit at Stoneridge Inn & Conference Centre in London, Ontario, is a two-day, in-person marketing summit for entrepreneurs and small business owners who want to stop guessing and start making better marketing decisions.
​
Built on behavioral economics and real-world decision science, this is a working summit, not a sit-and-listen conference. You’ll leave with clarity, confidence, and a professional marketing plan you can actually use.
​
Why This Marketing Summit Is Different
Most marketing conferences focus on tactics, platforms, and trends.
This summit starts with how customers actually make decisions.
Instead of chasing tools and algorithms, you’ll learn how bias, behavior, and decision patterns shape every buying choice and how to design your marketing around that reality.
​
Over two focused days, you won’t just learn new ideas.
You’ll do the work most marketing skips.
Result: better decisions, clearer strategy, usable plans.
​​
What You’ll Learn at The Human Factor Summit
This two-day behavioral marketing summit combines decision science, customer psychology, and practical strategy.
​
You will:
-
Rediscover your business as customers see it
-
See how your own style may be holding your marketing back
-
Understand the biases customers bring to every decision
-
Learn what actually makes marketing work
-
Recognize customer decision styles through language and behavior patterns
-
Stop guessing and gain confidence in your marketing decisions
-
Build a marketing plan you can put to work immediately
​
Two-Day Working Summit Structure
Day One: Human Decision & Behavior
-
The Distillation Phase clarity workshop
-
Decision styles and communication signals
-
Identifying customer patterns through speech and behavior
-
How customers actually make decisions
-
Behavioral economics and buying bias
-
Reducing friction in marketing and sales conversations
Outcome: awareness, clarity, behavioral insight
Day Two: Strategy & Marketing Plan Build
-
Goal definition and decision priorities
-
Strategy design grounded in behavior
-
Channel and message alignment
-
Focus and resource allocation
-
Guided marketing plan construction
Outcome: a finished, usable marketing plan
What you'll leave with​
-
A clear problem statement your customer responds to
-
Three action phrases that accurately describe what you do
-
A defined ideal customer + decision style snapshot
-
A complete marketing plan document
-
A 90-day activation roadmap
Who This Summit Is For
This summit is designed for:
-
Entrepreneurs
-
Small business owners
-
Owner-operators
-
Professional service firms
-
Growth-focused independents
Especially those who feel:
-
Overwhelmed by marketing choices
-
Unsure what to focus on
-
Tired of guessing
-
Frustrated by inconsistent results
Who This Summit Is NOT For
This summit is not for you if you are looking for:
-
Quick hacks
-
Platform tricks
-
Trend chasing
-
Plug-and-play templates
-
Motivation without implementation​
This is decision work, not marketing entertainment.
Registration
Stop guessing. Gain clarity. Leave with your marketing plan.
​
Standard Registration: $395 + HST
Early registration discount of 25% available for registrations prior to April 15, 2026 ($290.25 + HST).
Discounted hotel rates are available for out-of-town attendees who prefer not to commute both days. Parking is FREE.
Reserve your spot now.
The Venue
Stoneridge Inn & Conference Centre, London, Ontario, Canada
The Human Factor Summit will be hosted at the Best Western Plus Stoneridge Inn & Conference Centre in London, Ontario, a welcoming and convenient destination for business owners travelling from near and far. Special room rates are available until April 22, 2026.
​
Nestled just off Highway 401 and easily accessible from surrounding communities in both Canada and the United States, the Stoneridge Inn offers a blend of comfort, convenience, and professional event facilities in a peaceful setting.
​
Attendees who choose to stay overnight will find newly updated guest rooms with plush bedding, free Wi-Fi, complimentary breakfast, and a range of amenities designed for relaxation after a full day of learning and planning. On-site dining is available at Pasto’s Grill, and the hotel staff are known for friendly, attentive service.
​
Whether you’re coming for clarity, connection, or both, the Stoneridge Inn offers a comfortable, distraction-free environment that supports deep thinking, meaningful conversation, and memorable experiences during the summit.
​
To book your accommodations at the special rate, click here.
Frequently Asked Questions
Why is the summit priced at $395?
Because this isn’t about access to information, it’s about clarity and application.
Over two days, you’ll build a professional marketing plan designed around real human behavior. Most business owners spend far more than $395 on tools, ads, or tactics without ever stepping back to create a plan. This summit helps you do that first.
​
What does my registration include?
Your registration includes two full days of guided, hands-on work, all summit sessions, and structured support to help you leave with a clear, usable marketing plan. It also includes continental breakfast both days and lunch both days. Parking is free.
​
There are no upsells or hidden add-ons.
​
Is this worth it if I’m early-stage or a small business owner?
Yes, and often especially then.
​
Is this worth it if I already have marketing experience?
Absolutely. Many experienced business owners attend because they want to understand why certain efforts haven’t worked and how to make better decisions going forward. This is about insight, not starting from scratch.
​
Do I need any special preparation?
No special preparation is required. You’ll be guided step-by-step throughout the summit. If you come with an open mind and a willingness to do the work, you’ll get full value.
​
Is this a sales pitch for other services?
No. The focus of the summit is the work itself. The goal is for you to leave with clarity and a completed marketing plan, not a list of things to buy.
​
Can I expense this as a business cost?
Many attendees are able to expense professional development and training costs. If you’re unsure, check with your accountant.
​
What if I’m still unsure?
If you’re tired of guessing, overthinking, or starting over with your marketing, this summit was built for you.
And if you’re not ready to do the work, it’s okay to wait.
Your Summit host & guide
Wendy Beth Moore
Wendy Beth Moore is a marketing strategist, behavioral-economics consultant, and sales trainer with more than 40 years of experience across healthcare, retail, manufacturing, education, and agriculture in both B2B and B2C markets.
​
Her work has earned more than 40 international marketing awards for creativity, innovation, and effectiveness. She is the founder of Customer Click and the author of Muddled, Meager & Messy: Marketing Masterclass for Entrepreneurs & Small Business soon to be released in its 15th anniversary edition.
​
What Your Summit Guide Will and Won’t Do
What your guide will do:
-
Provide a clear, practical framework grounded in behavioral science
-
Challenge assumptions that may be holding your marketing back
-
Slow the process down so decisions improve, not just activity
-
Ask better questions than most marketing advice does
-
Help translate insight into a usable marketing plan
-
Create a room where thoughtful, focused work gets done
What your guide won’t do:
-
Sell hacks, shortcuts, or magic formulas
-
Push tactics before decision clarity
-
Treat every business like it’s the same
-
Overload participants with tools and trends
-
Motivate people and send them home confused
-
Treat marketing like performance instead of decision design
The guide's role is not to impress attendees; it's to help them think clearly and decide well.
Got some questions? Drop us a line and we'll get back to you.
