I started off with an interest in psychology and observing people. I went on to study neurobiology and got a Ph.D. in Cognitive Neuroscience studying attention. In the process, I thought a lot about how the things we put up in front of people get into the brain and how attention impacts how people process the world. Then I went into postdoc research and looked at how we process music and movie clips and even how information is transferred from one person to another through language. I became fascinated by social psychology and at the same time became a folk singer and songwriter and began playing music in public. Through these experiences he saw how important creativity is for conveying information and I turned to a career in marketing strategy, where I work on turning data into things that matter.