Howard R. Moskowitz is president of Moskowitz Jacobs Inc. He graduated Queens College (NY) and earned a Ph.D. in Experimental Psychology from Harvard University. He has won numerous awards for analysis innovation in web-enabled, self-authored conjoint measurement, and for weak signals research. Sigma Xi has selected Dr. Moskowitz to receive its 2010 Walston Chubb Award for Innovation, which honors and promotes creativity among scientists and engineers. Aiming to help restoring the American Dream, he recently founded the Institute for Competitive Excellence [ICE] at Queens College. ICE bridges academia, business and public service organizations by teaching the practical applications of RDE (Rule Developing Experimentation). This transfer of skills is done via three branches of the Institute. Dr. Moskowitz's most recent books include: Selling Blue Elephants: How to Make Great Products That People Want Even Before They Know They Want Them; An Integrated Approach to New Food Product Development; Packaging Research in Food Product Design and Development, and You! What You MUST know to start your career as a professional.