Patrick Grey, a single father and marketing analyst, is the only Black guy on the company directory.
When his teenage son, PJ, is abducted, police dismiss it as a gang-and-drug related hit. But Patrick knows better.
The only one who believes him is FBI Agent LaWanda Thompson. The crime bears a striking resemblance to one that destroyed her family, one involving human trafficking.
Using typical forensic methods, the police have not uncovered any leads.
But by using marketing science, Patrick comes up with more insightful intelligence which he must now use to predict where PJ was taken, before it's too late and his son is sold on the open market.