Peter Sisson is the CEO of Toktumi, a San Francisco company with a cool app that adds a second phone number to your iPhone. He kinda looks like Roger Sterling, the silver-haired, hard-drinking, hard smoking character from Mad Men.

Except Peter isn’t smoking, and he isn’t drinking. But he’s certainly got the same moxie. Sisson borrowed someone’s badge to gain entrance to an exclusive, invite-only CES event so that he could pitch a new version of his iPhone app to some of the hundreds of press in attendance. I’m glad he did, because it’s a doozie.