Human memory and decision-making are malleable, allowing a skilled practitioner to guide individuals toward specific outcomes through verbal and non-verbal cues.

“Most of my job, I describe as making memorable moments, and people's memory is malleable. So what people think they saw, is very different than what they remember, and what they tell others. And I've been working on that for 20 years, is knowing how you will describe, what I do to somebody else.”