Acknowledgements This book would not be in front of your eyes without my constant collaboration with Sarah Dzida. I first met Sarah in my UX design class while she was pursuing a master’s degree in writing. We eventually worked on a number of UX strategy and design projects together, which gave her firsthand insights into helping me tell the stories behind my business cases. In the end, she did everything from helping me write the book proposal to serving as my writing coach from sample chapter to final draft, acting as the lead editor and applying her genius talents to structurally weave all of the crazy narratives together across the chapters into a seamless epic. I’m forever grateful to her for sticking with me throughout my entire quest of becoming an author. I also want to extend my thanks and gratitude to the following people: Big thanks go to Lane Halley, my “Number 1” UX Guru and Lean Startup Queen, who has been my sounding board for this project since the first time it was presented as a lecture in Los Angeles. Thanks to the contributors including Chaim Diesto, Miles Frank (portraits of strategists), Ena De Guzman, Geoff Katz, Jared Krause, Zhan Li, Paul Lumsdaine, Peter Merholz, Holly North, Bita Sheibani, Michael Sigal, Milana Sobol, Michael Sueoka, Eric Swenson, and Laurel Wetzork. Thanks to O’Reilly Media and my editing team, Mary Treseler and Angela Rufino. Thanks to my awesome son Terry for giving me that special raison d’ être to keep my eyes on the prize. I dedicate this book to him and the rest of my family. Thanks to all my ballet teachers for teaching me an art form and a practice that kept me sane throughout this project. Thank you, Los Angeles, for being my home.