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.
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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.