EVAN Mitchell graduated from the University of Sydney with an Honors degree in English Literature and Psychology. He worked as a sommelier in fine dining restaurants before joining Mitchell Performance Systems (MPS) as a designer and consultant. Evan spent a number of years developing sales performance strategies for leading US consumer products companies. He has co-authored three books with Brian Mitchell, on commercial psychological themes – including the Praeger 2009 publication The Psychology of Wine – and given joint papers at major conferences and festivals. He also heads up research efforts in developing marketing strategies for the broader Millennial generation consumer market. This work has led to the development of the Aspirational Values model, a unique new approach for companies wanting to align their brands with the Gen Y consumer, or waning to engage with and motivate Gen Y employees.