About the Author

Stephen Hawley Martin is Senior Partner of Hawley Martin Partners, a business consulting and branding firm that exists to help leaders take their companies or organizations to the next level. Steve was a principal and Senior Vice President of The Martin Agency (GEICO, Walmart) during that firm's meteoric rise to national prominence. A lifelong student of business as well as a strategic thinker and writer, he has authored 17 books, many on business management topics such as lean enterprise, lean manufacturing, product development, process based management and marketing communications. James Shannon Maxwell worked for more than ten years under the tutelage of world-renowned branding guru and co-founder both of The Martin Agency and of Hawley Martin, the late David Martin. Jim is a graduate of the Jepson Leadership School of the University of Richmond and of U.Va. Law School. When he is not conducting branding research or developing strategy, he is an adjunct professor of advertising, entrepreneurship, and business planning at the University of Richmond. He teaches similar courses during summer sessions at the University of Virginia in Charlottesville.