Evan Hirsh (email@example.com) is a vice president of Booz Allen Hamilton based in Cleveland. He specializes in strategic marketing, business unit strategy, and performance improvement for consumer and industrial companies. Mr. Hirsh is coauthor, with Steven Wheeler, of Channel Champions: How Leading Companies Build New Strategies to Serve Customers (strategy+business/Jossey-Bass, 1999). Steve Hedlund (firstname.lastname@example.org) is a vice president of strategic planning and new business development for Fortune Brands Inc. Previously, he was a principal with Booz Allen Hamilton, focusing on organizational and strategy-based transformation for automotive, aerospace, and industrial companies Mark Schweizer (email@example.com) is a senior associate in Booz Allen Hamilton’s Cleveland office. He focuses on product, sales, and marketing strategy for automotive OEMs and suppliers.