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In January 2004, Strauss broke cover, publishing a piece in the New York Times about his observations and experiences in the society.

Although written under a pseudonym, his friends and PUAs knew Strauss was the author of the piece.

Ross teaches men to use positive words and phrases, which creates positive states that a woman can associate herself with and thus avoid negative emotions.

The man can remind a woman of these emotional states by his appearance or touch.

He has also taught, coached, and mentored thousands of men about dating around the world.