The music mogul never ceases to amaze Westlife - one of the artists he helps look after through their record label - with his ability to quickly persuade them that his ideas are the best course of action for their careers.
The group`s Mark Feehily said: "He can actually get inside your mind, and make you feel that your career can get much better if you take his choice.
"He`s got similarities to a hypnotist! But he`s a good guy."
Although the band - which also includes Shane Filan, Nicky Byrne and Kian Egan - think Simonlikes to make decisions about them, they believe their decision to take a year off in 2008 made them more focused and able to take control of situations.
Kian said: "Taking a year off in 2008 made a huge difference. We went home and came back feeling like a new band. We also started insisting on stuff we hadn`t before like new songwriters and new producers.
Mark added: "We discovered the word `no` basically."