Paul Bergen Abbott is a retired advertising and marketing executive whose career focused on influencing human behavior. During his career he developed a unique understanding of what really makes people tick. He shares these ideas in this book, writing in his easy-to-read, entertaining style. He includes lots of fascinating comments about how we people do things. Abbott is an experienced writer whose work includes four previous books, numerous magazine articles, executive speeches and work as editor/publisher of a magazine with worldwide distribution. Abbott is also an award-winning pioneer aviator, an active musician and composer, an artist and photographer.