Dr. Bobby Hoffman is an Associate Professor of Educational Psychology at the University of Central Florida (UCF). Before becoming the unconventional, zany professor known for "telling it like it is," he spent twenty years working as a performance improvement consultant for some of the world's most successful global companies, including GE, NBC, KPMG, and the NBA. Dr. H. has authored more than fifty publications in psychology, management, and human resources, has been appointed to leadership positions with the world's largest educational and psychological research organizations, and serves on several journal editorial boards. When he's not busy teaching courses in motivation, learning, and cognition, he is bicycling around the globe or painstakingly trying to master the Italian language.