Over the past three decades, ALAN SIEGEL has become one of the best-known figures in the branding business. He has achieved the stature of both pillar of the establishment and provocative iconoclast, while building a leading brand consultancy, Siegel+Gale, devoted to positioning global companies for competitive success. Siegel has worked as a consultant, author, and commentator, creating guides for the Wall Street Journal on understanding financial markets, and serving on the boards of numerous business and cultural organizations. IRENE ETZKORN is one of the world's foremost authorities on simplification, and has built Siegel+Gale's Simplification portfolio into the largest and most well-respected in the field. She has worked extensively in the financial services, government and healthcare sectors, for clients like Allstate Insurance, the Centers for Medicare and Medicaid Services, General Electric, the IRS, Genworth Financial, and the Securities and Exchange Commission (SEC) to simplify their customer experience.