Erik van der Luijt (1970) was trained and worked in sales for years before he successfully pursued an artistic career as a pianist, arranger, composer, lyricist, writer, illustrator and occasionally as an actor / comedian in theatrical productions. This led to numerous performances with leading musicians, albums, productions, compositions and rave reviews. 

While writing a book on the structure of music he encountered the principles that draw our attention, arouse our interest and generally make us like or dislike things. The understanding that these principles are universal and not only apply to art and speech but are priceless sales tools as well, led him to write his book 'ATTENTION! Get it, keep it'.