It’s straightforward to make your end-of-life treatment preferences known, yet few of us do. Simona Botti is intrigued by the decisions we make as healthcare consumers, so she set out to look into what was going on here – and what this might tell us about ourselves. Simona Botti is Professor of Marketing at London Business School. Kathy Brewis is Senior Managing Editor of Think at London Business School. • Listen to more insights from LBS faculty and alumni @londonbusinessschool. • Discover more of our thought leadership at www.london.edu/think. • Follow LBS on Twitter: twitter.com/lbs and LinkedIn: https://www.linkedin.com/school/london-business-school