Alex Bogusky is a former "Elvis of advertising" who walked away from running one of the world's hottest ad agencies to become an activist and consumer advocate, then later moved into venture investing—giving him the rare perspective of someone who has been both a master of persuasion and a critic of manipulative marketing practices. He treats startups like brands that need to hack culture from day one, using the same storytelling and behavior-change techniques from his provocative campaigns (Truth anti-smoking, Burger King) to help founders "rewire" consumer behavior, while looking for companies designed to reduce harm rather than just make money. Alex Bogusky is a former "Elvis of advertising" who walked away from running one of the world's hottest ad agencies to become an activist and consumer advocate, then later moved into venture investing—giving him the rare perspective of someone who has been both a master of persuasion and a critic of manipulative marketing practices. He treats startups like brands that need to hack culture from day one, using the same storytelling and behavior-change techniques from his provocative campaigns (Truth anti-smoking, Burger King) to help founders "rewire" consumer behavior, while looking for companies designed to reduce harm rather than just make money.