Bio

Truth, Lies and Advertising…

20+ years ago, my marketing career began with a stroke of serendipity. In my final year at Northwestern studying Cognitive Science, I picked up Jon Steel’s classic, Truth, Lies and Advertising, where he describes the process of gathering consumer insights and turning them into potent communications.

I was hooked.

I had found the bridge from my academic pursuits - how the mind works in intrapersonal and interpersonal settings - to a logical career path. If marketing was the art and science of changing perception and behavior, I had studied exactly that under a different name.