Ray and Isaac take a class with one of UO’s most memorable professors at the time in the Marketing Department, Troy Campbell. Ray’s interest into marketing, digital marketing and beyond originated from his first class with Troy Campbell’s introductory marketing class. His “Define + Apply” model, as well his unconventional and modern terminology to capture real life tangible phenomena routed in behavioral psychology transformed Ray’ perspective. As an apprentice of Dan Ariely, Troy Campbell took his theory around how humans are more “predictably irrational” than they are “perfectly irrational” into consideration which veered away from traditional marketing content. His teaching and various learning styles inspired Ray to eventually add on a marketing concentration to addition to his Operations Analytics concentration in Business as he imagined the two disciplines together could amount to more than one alone.