Dave

Victor Opper Schwab was born on March 13, 1898, in Hoboken, New Jersey. Son of Albert James and Letitia (Irvine) Schwab. At the age of 19, he enrolled as a night student at Columbia University, where he met Max Sackheim, then copy chief for a leading mail order ad agency, Ruthrauff &amp; Ryan.
Sackheim hired Schwab as his private secretary because he could take shorthand. However, his contributions to mail-order ads, especially for the Dale Carnegie book, “How To Win Friends and Influence People,” helped make it a best seller in the 1930s.&nbsp;
That got Schwab promoted to copywriter, where he became a research pioneer by using coded coupon ads to split test headlines, appeals, copy length, layouts, and call to action. He worked on the Charles Atlas and Sherwin Cody’s English Classics Course in addition to the Dale Carnegie book and others.
In 1926 he and a partner, Robert Beatty, bought out Ruthrauff &amp; Ryan and renamed it Schwab and Beatty, where they went on to build the Book-of-the-Month Club into a giant in the book subscription industry.
In 1941, he wrote a series of five articles for Printers’ Ink and called them “How to Write a Good Advertisement.”&nbsp;

Victor

Founder of naming firm Eat My Words, Alexandra Watkins is a recognized expert on brand names with buzz. She is frequently quoted in the press and has been featured in leading business publications, including The Wall Street Journal, Inc., and Entrepreneur. Alexandra is a popular speaker at MBA programs and has been a guest presenter multiple times at the Stanford Graduate School of Business, San Francisco State, USF School of Management, and their alumni association.&nbsp;
She has also entertained audiences at the Proctor &amp; Gamble alumni association, Uncollege, In-House Agency Forum, SF City Club, and many co-working spaces. Alexandra first got hooked on naming when Gap hired her to create cheeky names for their first line of body care products. Soon after, she broke into the business by talking her way into branding powerhouse Landor via a Match.com date.&nbsp;
With her fresh, unconventional naming style, Alexandra soon became a go-to resource for countless branding and naming firms around the country. And Landor sent her enough business to open her own firm. Since then, she’s generated thousands of names for snacks, software, sunscreen, social networking sites, sportswear, shoes, sugar scrubs, serums, and seafood. (And that’s just the S’s!)&nbsp;
She’s also named lots of things that make people fat and drunk, including a nationally recognized bacon cheeseburger (which, ironically, must remain nameless). Prior to Eat My Words, Alexandra was an advertising copywriter, working at leading ad agencies up and down the West Coast, including five years at Ogilvy and Mather, where she helped launch Microsoft Windows and learned the language of Geek Speak.&nbsp;
In the mid-nineties, she jumped on the dot-com gravy train and rode it until it crashed in her SOMA backyard. Alexandra took the money and ran, spending a year in Australia, New Zealand, Bali, and Fiji. Upon her return, she discovered her passion for naming things and soon after started to Eat My Words.

Alexandra

John D. Saunders is an experienced Digital Marketing Strategist, entrepreneur, and web designer. He has worked with some of the world’s biggest brands, including Land Rover, Audi, the NAACP, and Google, to help them create profitable websites and digital products. He is the founder of 5Four Digital, a digital marketing agency that helps startups achieve success in their online marketing efforts.
John has a passion for helping individuals and businesses achieve their goals through digital marketing. He believes in utilizing the power of the web to reach a wider audience and increase brand awareness. He has extensive knowledge of SEO, PPC, content marketing, design, and analytics. His clients have seen tremendous success in their campaigns thanks to his expert guidance.
John’s entrepreneurial spirit has led him to create several successful projects, including blackwallet.org, blackillustrations.com, and illustratorhub.com. These platforms are dedicated to helping entrepreneurs and creatives of color find success online. John has also been a mentor to several startups, helping them create and implement digital marketing strategies that have resulted in increased revenue and visibility.
John’s commitment to excellence is evident in his work. He is constantly striving to stay ahead of the curve, learning new techniques and technologies to ensure his clients get the best results. He is an avid learner and remains dedicated to helping others succeed. He is passionate about helping businesses reach their goals and create lasting success.

John

Designer of enduring logos and visual identities, David Airey, runs an independent graphic design studio in Northern Ireland, collaborating with clients worldwide to grow their businesses through distinctive, meaningful, and emotive design.
The pages of his design websites — Logo Design Love &amp; Identity Designed — are visited millions of times each year, compelling David to write their accompanying books. The first, Logo Design Love, is available in thirteen languages, an expanded second edition, and is included on the reading lists of design courses around the world.&nbsp;
The second, Identity Designed﻿, is, in the words of Adobe’s principal designer, Khoi Vinh, “not just a beautifully designed book, but also beautiful in its depth and detail about the identity design process.”

David

Adam Grant is an American psychologist and author widely known for his work on the science of giving, creativity, and organizational psychology. He is the top-rated professor at the Wharton School of the University of Pennsylvania and a former professor at the University of Michigan. His first book, Give and Take: A Revolutionary Approach to Success, was a New York Times bestseller.
Grant is a leading authority on the science of giving, creativity, and organizational psychology. He has written or co-written six books, including Originals: How Non-Conformists Move the World and Option B: Facing Adversity, Building Resilience, and Finding Joy. He has also written for The New York Times, The Atlantic Monthly, Harvard Business Review, and other publications.
Grant's research focuses on how giving, taking, and exchanging advice affects an individual’s success. He has studied how to maximize the benefits of giving, how to encourage more successful collaborations, and how to foster an environment of innovation and creativity. He has also explored how to assess and develop leadership potential within organizations and how to build workplace cultures where employees are empowered to do their best work.
Grant has received numerous awards and honors, including being named one of the world's 40 most influential management thinkers by Thinkers50 in 2015, one of the world's 50 most influential management thinkers by Thinkers50 in 2018, and one of the world's most influential management gurus by The Observer in 2018. He is a recipient of the Carnegie Medal for Excellence in Mentoring and was named the Most Influential Thinker of the Decade by Poets &amp; Quants in 2020.
In addition to his academic and writing career, Grant is a frequent speaker for organizations, universities, and conferences around the world. He has presented to audiences of thousands at TEDx events, and he has been featured on television and radio programs such as The Oprah Winfrey Show, 60 Minutes, and NPR’s Fresh Air. He has also served as a visiting professor at Stanford, Cornell, and INSEAD, and he is currently a visiting professor at the London School of Economics.

Adam

Antonio García Martínez is an entrepreneur, investor, writer, and tech industry veteran. He has had a long and varied career, beginning in the early days of the dot-com boom and continuing today. Early in his career, Antonio worked in a variety of roles at companies such as Apple, Microsoft, and Goldman Sachs.
At Apple, Antonio held a variety of positions, including working on the retail side of the business, developing software, and helping to launch the Apple Store. At Microsoft, Antonio was involved in the development of a number of products, including Windows 95 and Windows 98. After leaving Microsoft, Antonio founded Adify, a venture-backed ad network that WPP eventually acquired.
More recently, Antonio has become an investor, author, and thought leader in the technology and venture capital industries. He has invested in a variety of startups, including Twitter, Uber, and Stripe. He is also the author of the book Chaos Monkeys: Obscene Fortune and Random Failure in Silicon Valley, which chronicles his experiences in the tech industry.
In addition to his work as an investor and author, Antonio is a sought-after speaker and thought leader. He has appeared on the TED stage, as well as at conferences including SXSW, DLD, and TechCrunch Disrupt. Antonio is often called upon to provide his expertise and insight into the tech industry, as well as his views on the current state of venture capital and startups.
Overall, Antonio García Martínez is an accomplished entrepreneur, investor, author, and thought leader. His wealth of experience and knowledge from working in and around the tech industry, combined with his excellent communication skills, make him a highly sought-after individual in the industry.

Antonio García

Jocko Willink is an American retired Navy Seal officer, author, podcaster, and public speaker. He is best known for his involvement in the Battle of Ramadi, his success in the Navy SEALs, and his leadership philosophy, which is based on discipline, hard work, and respect for others.
Willink was born in Easton, Pennsylvania, on September 8, 1971. He joined the Navy in 1990 and, after graduating from Basic Underwater Demolition/SEAL (BUD/S) training, was assigned to SEAL Team 3. During his service in the Navy, Willink completed multiple deployments to Iraq and Afghanistan and was eventually assigned to Task Unit Bruiser, the most decorated special operations unit of the Iraq War. During the Battle of Ramadi, Willink and his team helped to clear the city of insurgent forces, and their exemplary performance earned them the Navy Cross.
Willink retired from the Navy in 2010 and soon after began to share his leadership philosophy. He has authored several books, including Extreme Ownership, Leadership Strategy and Tactics, and Way of the Warrior Kid, as well as co-hosting the popular podcast Jocko Podcast.
Willink is also a respected public speaker, giving talks all over the world on topics such as leadership, discipline, and team building. He is a sought-after keynote speaker for both corporate and military events.
Willink is an advocate for physical and mental fitness, often speaking about the importance of proper nutrition and exercise. He also encourages people to push themselves and strive to become the best versions of themselves.
Willink is a highly respected figure in the military and business worlds, and his words have been an inspiration to many. His leadership philosophy is one that emphasizes discipline, hard work, and respect for others, and these values are ones that have served him well throughout his career.

Jocko

Tim Ferriss is an American author, entrepreneur, and public speaker. He is best known for his bestselling book, The 4-Hour Workweek, and for his podcast, The Tim Ferriss Show. Ferriss has been featured in the Time 100 Most Influential People list and has been recognized as one of Fast Company's "Most Innovative Business People."
Ferriss was born in East Hampton, New York, in 1977. He attended St. Paul's School in Concord, New Hampshire, and graduated from Princeton University with a degree in East Asian Studies in 2000. After college, he worked in sales and marketing for a data storage company before starting his own business, BrainQUICKEN, which he eventually sold.
In 2007, Ferriss wrote The 4-Hour Workweek, which became an international bestseller. The book proposed a new way of working that focused on efficiency and productivity and encouraged readers to pursue their dreams and passions. The book was credited with launching the "lifestyle design" movement and has been translated into 35 languages.
In 2010, Ferriss launched his podcast, The Tim Ferriss Show, which is now one of the most popular podcasts in the world. He interviews high-profile guests from various fields, including business, sports, and entertainment. Ferriss has also written several other books, including The 4-Hour Body, The 4-Hour Chef, Tools of Titans, and Tribe of Mentors.
Ferriss has been an active investor, advisor, and board member for a number of companies, including Uber, Evernote, Shopify, and Duolingo. He is a founding member of the Silicon Valley investment firm K9 Ventures and is also a venture partner at the venture capital firm Collaborative Fund.
Ferriss is active in the philanthropic community and has been involved with a number of charities, including DonorsChoose.org, The International Rescue Committee, and the Michael J. Fox Foundation. He is also a member of the Clinton Global Initiative.

Jakob is partner and creative director at KD1 design agency, working in all fields of visual corporate communication. Being co-founder and CCO at More than Metrics, he also co-creates software for service designers, like Smaply and ExperienceFellow.
Working as an interdisciplinary designer since 2006, Jakob had the honor to collaborate with clients such as Volkswagen, Daimler, Beiersdorf, Edeka, Siemens, Deutsche Telekom. His scope of work ranges from rather designy stuff for cultural institutions to full-blown corporate projects – sometimes with, sometimes without human-centered thinking.
In 2010, he published (and designed) the business bestseller “This is Service Design Thinking” together with Marc Stickdorn. The book’s successor, “This is Service Design Doing” came out in 2017, and the book team grew with Adam Lawrence and Markus Hormess from WorkPlayExperience. Jakob speaks at conferences, universities and fellow agencies on service design, start-ups, and daily agency struggle.
Jakob lives in Cologne/Germany, enjoys urban life as much as the outdoors, and is seen on his old dutch bike mostly.

Jakob

Leah Buley is a veteran of the experience design industry, author of the book The User Experience Team of One, published by Rosenfeld Media, and VP of Experience at Publicis Sapient. In her previous role as a director of InVision’s Design Education team, she researched, analyzed, and shared what makes design teams successful.&nbsp;
Prior to joining InVision, Leah was a principal analyst at Forrester, where she studied design’s role in business. She has also held roles at Intuit, one of the first companies to make design thinking a firm-wide competency, and at Adaptive Path, a pioneering user experience design consultancy.

Leah

Eli Altman is the author of Don't Call It That, the workbook for naming companies and products. Don't Call It That was published January, 2014, by ExtraCurricular Press, San Francisco.&nbsp;
Altman is Creative Director at the Berkeley, California-based naming and branding firm A Hundred Monkeys. He has led and completed well over 200 naming projects from Silicon Valley startups to the products of Fortune 50 companies. He was responsible for developing the naming process at A Hundred Monkeys and previously at MetaDesign, San Francisco.&nbsp;
Somehow, most of his past clients still like him. Altman started naming before he stopped wearing Velcro shoes. He named his first company on his own at sixteen. Altman is a graduate of the Design|Media Art program at UCLA. He usually eats, sleeps, and runs in Oakland, California.

Jeff Patton has designed and developed software for the past 12 years on a wide variety of projects, from online aircraft parts ordering to electronic medical records. Jeff has focused on Agile approaches since working on an early Extreme Programming team in 2000.&nbsp;
In particular, Jeff has specialized in the application of user-centered design techniques to improve Agile requirements, planning, and products. Some of his recent writing on the subject can be found at www.AgileProductDesign.com and Alistair Cockburn’s Crystal Clear. His forthcoming book, to be released in Addison-Wesley’s Agile Development Series, gives tactical advice to those seeking to deliver useful, usable, and valuable software.&nbsp;
Jeff currently works as an independent consultant, is the founder and list moderator of the agile-usability Yahoo discussion group, a columnist with StickyMinds.com and IEEE Software, and a winner of the Agile Alliance’s 2007 Gordon Pask Award for contributions to Agile Development.

Jeff

Arianna Huffington is a Greek-American author, syndicated columnist, and businesswoman. She was born Arianna Stassinopoulos on July 15, 1950, in Athens, Greece. She moved to the United Kingdom with her family when she was 16 and later studied economics at Girton College, Cambridge.
After graduating, Huffington began her career as a writer and commentator and was a prominent conservative commentator in the UK during the 1970s and 1980s. She later moved to the United States, where she continued her career as a political commentator and became a naturalized citizen in 1990.
In 2005, Huffington co-founded The Huffington Post, a news and opinion website, with Kenneth Lerer and Jonah Peretti. AOL acquired the site in 2011 for $315 million. She served as the site's editor-in-chief from 2005 to 2016.
Huffington is also a prolific author and has written several books, including "The Sleep Revolution," "Thrive," and "The Fourth Instinct: The Call of the Soul." She is also a public speaker and has delivered speeches on various topics, including well-being, media, and politics.
In 2016, Huffington resigned as editor-in-chief of The Huffington Post to focus on her health and wellness startup, Thrive Global, which focuses on reducing workplace stress and burnout. She is still the CEO of Thrive Global.
AOL acquired the Huffington Post in 2011 for $315 million. In 2016, she stepped down as editor-in-chief of The Huffington Post to focus on her new startup, Thrive Global, which aims to end the "epidemic of stress and burnout" by offering corporate wellness programs and products. Huffington is also an author, having written 14 books, including the best-seller "Thrive: The Third Metric to Redefining Success and Creating a Life of Well-Being, Wisdom, and Wonder."

Arianna

Henry Dreyfuss was an American industrial design pioneer. Dreyfuss is known for designing some of the most iconic devices found in American homes and offices throughout the twentieth century, including the Western Electric Model 500 telephone, the Westclox Big Ben alarm clock, and the Honeywell round thermostat. Dreyfuss enjoyed long-term associations with several name-brand companies such as American Telephone and Telegraph, John Deere, Polaroid, and American Airlines.
Dreyfuss, a native of Brooklyn, New York City, is one of the celebrity industrial designers of the 1930s and 1940s who pioneered his field. Dreyfuss dramatically improved dozens of consumer products look, feel, and usability. Sometimes compared to Raymond Loewy and other contemporaries, Dreyfuss was much more than a stylist; he applied common sense and a scientific approach to design problems, making products more pleasing to the eye and hand, safer to use, and more efficient to manufacture and repair.&nbsp;
His work helped popularize the industrial designer's role while also contributing significant advances to the fields of ergonomics, anthropometrics, and human factors. Dreyfuss began as a Broadway theatrical designer. Until 1920, he apprenticed under Norman Bel Geddes, who would later become one of his competitors. In 1929, Dreyfuss opened his own office for theatrical and industrial design. His firm met with commercial success and continued as Henry Dreyfuss Associates for over four decades after his death.
In 1955, Dreyfuss wrote Designing for People. A window into Dreyfuss's career as an industrial designer, the book illustrated his ethical and aesthetic principles, including design case studies, many anecdotes, and an explanation of his "Joe" and "Josephine" anthropometric charts. In 1960 he published The Measure of Man, a collection of ergonomic reference charts providing designers with precise specifications for product designs.&nbsp;
In 1965, Dreyfuss became the first President of the Industrial Designers Society of America (IDSA). In 1969, Dreyfuss retired from the firm he founded but continued serving many of the companies he worked with as a board member and consultant. In 1972 Dreyfuss published The Symbol Sourcebook, An Authoritative Guide to International Graphic Symbols. This visual database of over 20,000 symbols continues to provide a standard for industrial designers worldwide.
On October 5, 1972, the bodies of Henry Dreyfuss (aged 68) and his wife and business partner Doris Marks Dreyfuss (aged 69) were found dead in the garage at 500 Columbia Street in South Pasadena, California by Dr. Edward Evans, the family physician. They committed suicide together. Authorities reported the cause of death as carbon monoxide poisoning. Lieut. John R. Simmons, chief of the detective bureau of the South Pasadena police, reported that notes had been left.&nbsp;
A note instructed the Dreyfuss's maid to call Dr. Evans upon her arrival this morning. Another note held the key to the carriage house and instructions to enter. Dr. Evans reported the deaths to the police at approximately 8:10 A.M. The couple was survived by their son, John A., and their two daughters, Ann and Mrs. George C. Wilson Jr. Mrs. Dreyfuss was terminally ill at this time.

Henry

Nassim Nicholas Taleb is a Lebanese-American essayist, scholar, statistician, and former trader and risk analyst whose work focuses on problems of randomness, probability, and uncertainty. He is the author of several books, including "The Black Swan: The Impact of the Highly Improbable," which was published in 2007 and became a bestseller.
Taleb is a former trader and risk analyst and has worked as a professor of risk engineering at New York University's Tandon School of Engineering. He has a background in mathematics, statistics, and computer science and has published numerous papers in academic journals on topics related to randomness and uncertainty.
Taleb's main area of research is the study of "black swans," which he defines as rare events that have a large impact and are typically not predictable. He argues that traditional risk assessment methods, such as using historical data to predict future events, are inadequate because they fail to consider the possibility of black swan events.
Taleb is also known for his criticism of the concept of "normalcy" in statistics and his skepticism of the use of mathematical models in finance and economics. He has argued that the assumptions made in these models are often unrealistic and can lead to dangerous oversimplifications.
In addition to his work in academia, Taleb is also a public intellectual and has written several books for a general audience. His books have been widely discussed and debated in the media and have been translated into multiple languages.
Taleb is a strong advocate for antifragility, a concept he has developed and popularized in his books. Antifragility is the property of a system or entity that improves when subjected to volatility, shocks, stressors, or disorder and doesn't just remain indifferent to them.
Taleb's writing style is often characterized as provocative and contrarian, and he is known for his strong opinions on a wide range of topics. His work has been influential in the fields of economics, finance, and risk management and has also been discussed in the broader cultural and intellectual conversation.

Nassim Nicholas

Michael

In Branding, Johnson strips everyday brands down to their basic components. With case studies enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions.
The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question―the missing gap in the market―to which an answer is needed.
Johnson proceeds to unveil hidden elements involved in creating a successful brand―from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language.
With more than 1,000 vibrant illustrations showcasing the world’s most successful corporate identities, as well as generic templates enabling you to create your own brand or ad with ease,
Branding explores every step of the development process required to create the simplest and most immediately compelling brands.

Peter Dimitrov is an experienced Webflow Expert with over 6 years of experience in full-service design, branding, and Webflow development. He is passionate about challenging the ordinary and searching for new ways to do so.
His work spans across various industries, including Finance, Tech, Staffing, Telemedicine, Aerospace, Logistics, Crypto, and many more, giving him the ability to analyze a problem from many different angles, combined with a strategic process. This allows him to deliver thoughtful experiences that solve problems successfully, evoke emotions and set companies apart.
When not busy working on projects or thinking about the Schrödinger equation, Peter is actively moderating the Webflow community as one of the few recognized Webflow leaders. He is also a proud member of the Awwwards young jury, a global collective of creatives judging the web design landscape.
Peter loves to ask questions and constantly challenge the world around him in his battle against sameness. He believes in using creative solutions to solve problems and is always looking for new ways to make an impact. His clients are always impressed with the quality of his work and the dedication he brings to each project. He strives to deliver results that exceed expectations, and he has a long list of happy

Peter

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In 'Branding in Five and a Half Steps', Michael Johnson breaks down the complex process of branding into manageable steps. He makes it easy for anyone to understand the process, from investigating the brand's current state to crafting a unique identity.

Understanding the Branding Process

Johnson emphasizes the importance of research in the branding process. He suggests that you should dig deep into the brand's history, its competitors, and its target audience. This will help you create a brand that truly resonates with your audience.

Importance of Research in Branding

The book explores the power of visual identity in branding. Johnson believes that a strong visual identity can make your brand stand out in a crowded market. So, take a look at your brand's visual elements and see if they truly represent what your brand stands for.

The Power of Visual Identity

Michael Johnson highlights the role of strategy in branding. He suggests that a well-thought-out strategy can guide your branding efforts and ensure that they align with your business goals. So, don't forget to check your branding strategy and make sure it's helping you achieve your goals.

The Role of Strategy in Branding

One key takeaway from 'Branding in Five and a Half Steps' is that branding is an ongoing process. Johnson encourages readers to continuously evaluate and refine their brand. So, don't be afraid to make changes if something isn't working. Remember, your brand should evolve as your business grows.

Branding is an Ongoing Process

Branding in Five and a Half Steps

Michael Johnson is a British designer and brand consultant. In 1992 he founded the design studio Johnson Banks in London, UK. Johnson received the Design and Art Direction (D&amp;AD) black pencil award for his fruit and veg stamp designs and the organization's President's award in 2017. In addition, Johnson has published three books, and the Victoria and Albert Museum (V&amp;A) has nineteen of his designs in its permanent collection. After graduating, Michael worked as a designer and consultant for Wolff Olins, Sedley Place, and Dentsu, Tokyo.
In 1992 he set up Johnson Banks and went on to advise and create brands for clients, including Virgin Atlantic, Science Museum (UK), Shelter (UK), The Guggenheim Foundation (New York, USA), Sendai Space Observatory (Japan), and Pew Center for Arts and Culture (Philadelphia, USA).[citation needed] Johnson designed posters and stamps such as The Beatles for Royal Mail in 2006.
In addition, Johnson writes for many design journals, judges design competitions, and lectures worldwide as far afield as Toronto, Tokyo, Berlin, and Goa on branding, identity issues, and design history. He has won some design industry awards. Specifically, eight D&amp;AD' pencils,' and he presided over the organization in 2003. Johnson has nineteen designs in the V&amp;A's permanent collection.
D&amp;AD named him the seventh most awarded designer in its history in its fifty-year celebrations in 2012. The second edition of his first book, Problem Solved, was published in the autumn of 2012. Johnson designed 1993's Fruit and Vegetable stamps and The Beatles album cover stamps.

Discover the Best Books Written by Michael Johnson

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Branding in Five and a Half Steps

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Victor O. Schwab

Alexandra Watkins

John D. Saunders

David Airey

Adam Grant

Antonio García Martínez

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Tim Ferriss

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Jeff Patton

Arianna Huffington

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