Lewis M. Gediman is president of The Gediman Research Group, Inc. and a consulting affiliate of Dialogue Resource, Inc. - both marketing research and consulting firms. He lives and, when he can't avoid it, works in Stamford, Connecticut, where he takes frequent long walks and occasional umbrage. His breadth of vision and depth of thinking is perhaps best expressed in the guiding principle: "I never met a word I couldn't distort." A dedicated fitness buff, he enjoys watching people exercise and eat sensibly. Nino DeNicola, a longtime, if reluctant, colleague of Lew Gediman is president of Dialogue Resource, Inc. in Charlotte, North Carolina. His training in clinical psychology and years of experience leading Synectics-inspired innovation workshops have been of no use whatsoever in his contributions to Semantricks. While English is not his first language, and he has trouble with even the most rudimentary of phrases, he welcomes reader comments and feedback. Though not quick to admit it, Paul Gediman is the son of Lewis M. He was a book reviewer and book review editor before entering the field of marketing communications. He lives in Ann Arbor, where his hobbies include narrative embroidery and faulty logic. Michael B. Laudor has both undergraduate and law degrees from Yale, either of which alone you might think would keep a person from participating in this book. He lives in Orange County, New York.