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Undaunted: Leadership Amid Growth and Adversity

by Ed Zier
Undaunted: Leadership Amid Growth and Adversity

On September 11, 2001, sixteen employees of Baseline Financial Services remained on the seventy-seventh and seventy-eighth floors of Two World Trade Center not knowing that a second plane targeting the towers was about to crash directly into their offices. Twelve would survive.

These twelve would band together with all of Baseline’s employees to heroically rebuild the business in the ensuing weeks while simultaneously mourning the loss of four friends. Undaunted is a true story of bravery, despair, and fortitude. It intertwines an informative business narrative of how Baseline grew to be the envy of its industry and how its corporate culture influenced its employees’ reaction to the events of the day and the weeks that followed.

Undaunted is about leadership and facing adversity. While 9/11 itself stunningly did not derail Baseline, an interesting twist of fate soon beset the company. This is their story.

Pages: 292
Pub Date: 09-11-2021
Softcover: 18.95 9781646635382
Hardcover: 27.95 9781646635405

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The reviews are in…

  • "While reading Undaunted, I felt as though I was back on that horrible day. Ed Zier does a remarkable job of personalizing an event that shook the world. A small group of innocent, decent, hardworking Americans now have their story told along with so many others."


    -Thomas Von Essen, Former FDNY Commissioner for the City of New York and Author of Strong of Heart

  • "Undaunted weaves powerful imagery of the unforgettable terrorist attack and tragedy of 9/11 with heartfelt human emotions that involve fear, capitulation, unbelievable resolve, resilience. It is a gripping account and must-read. After reading about what the Baseline family and thousands of others went through, I feel even more proud of the work we did at TSA to better protect the skies above our great nation post 9/11. I highly recommend Undaunted."


    -Carol DiBattiste, Former TSA Deputy Administrator, Former Air Force Under Secretary, and Air Force Retired Officer

  • "Ed Zier shares this very uplifting personal story about how one of the deadliest moments in American history forever impacted him and his surviving colleagues' lives. He lost four of them in those moments. They almost lost their company too-Baseline. Ed sensitively recounts the absolute pain of those losses. He also describes his co-workers' dogged resolve to ensure Baseline's survival, which became the company's tribute to its fallen colleagues. Undaunted-a must read."


    -Phillip B. J. Reid, Retired Senior FBI Executive and a lead agent in the December 1988, Pan Am 103 Bombing Investigation in Lockerbie, Scotland, and Author ofThree Sisters Ponds

Ed Zier is a prominent authority on the financial information services industry and is recognized for his sales and marketing leadership. As the chief operating officer of Baseline, he helped the entrepreneurial success grow from three million to over fifty million dollars in annual revenue in less than ten years. He also jointly led his Baseline colleagues through the rebuilding effort after sustaining complete devastation at the World Trade Center on 9/11. After leaving Baseline in 2004, he spent many years running his own consultancy to help emerging financial information firms realize their potential. Mr. Zier earned his undergraduate degree from the University of Notre Dame, and his MBA from New York University's Stern School of Business. Today, Ed and his wife live in Naples, Florida.

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