Greg Marsden is a Senior Lecturer in Transport Policy and Strategy and Director of Institute at the Institute for Transport Studies at the University of Leeds. Greg has a Ph.D. in Urban Pollution Estimation from the University of Nottingham and joined the University of Leeds after a two-year period as specialist adviser to the UK Parliamentary Transport scrutiny committee. His principle research interests relate to the impact of governance structures and institutions on decision-making, end user energy demand reduction through innovative transport policies and the role of information on the dynamics of public policy decision-making. Greg is a member of the UK Sustainable Development Panel, the Independent Transport Commission and the TRB Performance Measurement Committee. Greg is Co-Director of the UK social science capacity building network for PhD and Early Career researchers in transport and mobility (The Forge). In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)