Neale Martin is the founder and CEO of Ntelec, Inc., a marketing, consulting, and education company. He has helped companies adjust their strategic marketing in the face of rapid technological change since 1995. For the past several years, he has worked on updating the principles of marketing in light of research from cognitive psychology and neuroscience that suggests that most of human behavior is under the sway of unconscious habits. Neale developed early insights into the power of habits as a counselor and program director for alcohol and drug addiction programs. After spending a year as a hospital administrator in Texas, he returned to school to earn his Ph.D. in marketing from the College of Management, Georgia Institute of Technology. Neale’s insatiable curiosity across diverse subjects illuminates his work as he connects ideas and insights from science, technology, psychology, history, philosophy, and dog training. He lives in Marietta, Georgia, with his wife, Diana, his daughter, Miranda, and three border collies.