Joe Caulfield has been in sales and marketing throughout his entire career, the last 14 of which were spent with Administaff, Gevity, The PEOple Advisor, LLC, and Rapid Sales Success. As a "lifetime student" he searched for the the "whys" behind the purchase until he felt compelled to put the answers discovered in book form for others to utilize. He lives with his wife and family in the Desert Southwest.