For years I aspired to be a scientist and academic. You know, the elbow patch-wearing, cigar- smoking-type academic. Then life presented tough choices, and I had to pivot.

“Like all young men I set out to be a genius, but mercifully laughter intervened.”

I decided I would create my own version. And in time I learned: You can be a scientist outside the walls of academia. You can profess, and teach, and research  – heck, you can even wear the elbow patches if it floats your boat.

Human behavior, in its rawest and real form, is out there, in the wild - in the meeting rooms, and offices, and lunch cafeterias; in the classrooms and hospitals; and in the quietest moments of our personal spaces.

I use applied science to study and change human behavior, to unpack the most complex problems that businesses and brands face. I strive to change the unchangeable.