For close to 15 years, I have been applying behavioral science research and methodologies to solve hard problems in the technology world. I am the founder and CEO of Persona, The Talent Company. We are the world's leading provider of elite non-technical talent. I am also a senior advisor at Edelman, a global communications firm, where I provide behavioral science insights and guidance to clients across various industries and sectors. My passion is to create products and services that empower people to achieve their goals and improve their lives. I have co-founded and led several successful startups, such as Kite.io, a mobile search company that was acquired by Quixey, and Dopamine, the first tech-focused applied behavioral science firm. I have also served as the global head of behavioral science at Walmart, where I co-founded and built the Walmart Behavioral Science Team. Additionally, I am the creator of Behavioral Strategy, an interdisciplinary approach to ensuring that behavioral research is incorporated into new products and initiatives from the strategic planning phase. The goal of Behavioral Strategy is to achieve Behavior Market Fit.