Niall Cassidy earned a degree in Psychology from a top university in the United Kingdom. After graduation, he spends most of his time and effort in mastering the art of persuasion and acquiring the techniques to influence others efficiently. Having read numerous books on the subject and studied under a Licensed Master Practitioner of NLP, he tries to distil all the brilliant concepts he has learned into some simple rules that anyone can use. He is now working in a multinational bank.