Midway through his Engineering degree, Satish developed a passion for communications. This passion took him from engineering into the Indian advertising industry, and then all the way to Madison Avenue, where he worked with world-class agencies, TBWA\Chiat\Day and Naked Communications. That was before FinalMile was born. The idea of FinalMile made Satish move continents. While all his time in advertising, he was perfecting existing theories on branding, here was a consulting firm that was professing a new discipline – Behaviour Architecture™. It was a first-of-its-kind consulting firm in the world to be founded on new sciences like Behavioural Economics and Cognitive Neurosciences. The entire focus being, to understand the non-conscious, irrational nature of human behaviour and design appropriate solutions to influence it desirably. For Satish, this has resulted in a very different approach of researching this nature of human behaviour – that of ethnography. He has mingled with the trespassers on the tracks, he has blended into the crowds and observed them at supermarkets and restaurants; he has gone so far as to ride a train in the motorman’s cabin in interior India. All this has helped him tremendously explain why people do what they do. Satish has been instrumental in creating solutions for diverse problems with this new sciences approach – minimizing deaths due to trespassing, increasing conversion rates for online shopping, and improving emotional experience in restaurants, among others. When he’s not at FinalMile, Satish is an avid photographer, and has several online published pictures to his credit.