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A career that spans thirty years, roughly half in the UK and half in the US has been centered around understanding people. A successful strategy to drive business results is rooted in understanding the people a business serves. From video games to political parties to breakfast cereals to telecommunications to cars (in pretty much every major market on the planet), Mike finds endless fascination in understanding the causes of thinking and behavior and marrying them to business objectives. At home in the mountains or on a mountain bike, Mike is always thinking about thinking and what it means to be human and why that matters.