Chip Conley is founder and CEO of Joie de Vivre Hospitality, Northern California's largest hotelier. Chip has won numerous awards, including Guerrilla Marketer of the Year from the American Travel Marketing Executives, Northern California Entrepreneur of the Year, National Humanitarian Hospitality Company of the Year, and the Experience Stager of the Year. He is the author of The Rebel Rules- Daring to Be Yourself in Business and Business Rules of Thumb (with Seth Godin). His next book, Peak, will be available in September 2007. Eric Friedenwald-Fishman is president and creative director of Metropolitan Group, one of the country's leading full-service strategic communication and social marketing agencies with offices in Portland, Oregon; Chicago; and Washington, D.C. Eric has developed brands and marketing strategies for many well- known socially responsible businesses. Eric is particularly passionate about harnessing marketing to drive social change and is the primary author of the Public Will Building Framework, a strategic communication approach to creating sustainable social change.