James C. Crimmins has been a professional persuader for 27 years, mainly as Chief Strategic Officer for DDB Chicago and a worldwide brand planning director with clients such as Budweiser, McDonald's, State Farm, and Betty Crocker. He has earned a PhD in sociology and a masters degree in statistics from the University of Chicago and has taught integrated marketing communications at Northwestern University's Medill School.

Crimmins combines his scientific, professional, and academic background to explain how the revolution in mind science changes the conventional wisdom of influence and can make anyone a more successful persuader.