It's called a changeover

I've spent the last 12 years making a living in an industry that relies on irrational consumer behavior.

I'm going to be taking a closer look at it.

On November 15th I'll be starting a job at Duke University working with Dan Ariely at the Center for Advanced Hindsight.

If you're thinking "Huh?" know that I am too.  I'm working on my elevator speech.

To start, I'll be working with corporations to explore the same questions asked in advertising world.  I'll just be doing it through the lens of Behavioral Economics. 

This feels more like an evolution of my advertising career rather than a departure from it.  


See, a movie doesn't come all on one big reel.