We focus on the psychology of how influential people use language to propagate misinformation and lies for their own benefit and how it is possible that so many people actually believe them.

We are ourselves a rich source of expertise regarding many matters. While we don’t always fully appreciate this expertise and often distort or make poor use of this personal expertise, it is there for our use – thanks to our capacity to process at multiples in our brain at the same time, and thanks to the recent expansion in the human brain of an advanced mental processing system (the prefrontal cortex).

There is a kind of “multi-tasking” that takes place in this remarkable city located on the Mississippi River. It is a state of mind that should be cherished in the lives and minds of the men and women we coach.