Fred Selnes is Profesor in the Department of Marketing, BI Norwegian School of Business. He has published academic articles in leading academic journals, written several books, consulted in more than 50 industries, and started four companies.

Michael D. Johnson is Dean and E.M. Statler Professor Emeritus at the Nolan School of Hotel Administration, SC Johnson College of Business, Cornell University, as well as Marketing Department Chair at the Wisconsin School of Business, University of Wisconsin-Madison. He has published over 100 academic articles and industry reports and five previous books over the course of his career and consulted in over 20 industries.