Troy Campbell is a design psychologist who uses and develops psychology theories to design everything better. He studies what people love, like, and find most important from our favorite hobbies to our cherished beliefs. Through these ideas he studies how we can be why we sometimes lie to ourselves, how we can enjoy life and how we can be better people to ourselves and others. Formally, he studies consumer enjoyment, identity, goals, and overcoming resistance in communication (such as scientific communication). He received his Ph.D from Duke University, formerly worked as a Disney Imagineer, and grew up in the shadows of Hollywood working in film and web media. In high school he won “most likely to join the circus” for his enthusiasm and acrobatics. He does fewer backflips today but still signs every email, "Enthusiastically, Troy".