Marco Bevolo...

...would like to first of all thank all the contributors above for their generosity and passion in making this book feasible. Also crucial to the concrete feasibility of this book, the constant patience and support by Grant Davidson, Eric Quint and Gus Rodriguez, Reon Brand, Ange Dunselman, Jane Hardjono, Ingrid Bal and Claudia Lieshout at Philips Design. A special "Thank you" to Jerry Wind, the editor of this book. Of course, my wife Keiko and my mother Sara cannot be praised enough for their constant presence and patience during the intense times that saw this book come alive. As all we do is the concrete realization of the dreams of those who came before us and hopefully the inspiration for those who will follow us, this book is dedicated to the precious memory of my father, Carlo, and to the brilliant future of my youngest and beloved family member, Valentin.

Alex Gofman...

The joy of writing unavoidably comes at the expense of the family – missed soccer games, school concerts, postponed nights at the opera or just time together… My sincere and profound gratitude goes to my family – thank you for your support and encouragement. Irene, Alli, Matt – I now will be more frequently warmed by your smiles than by the mysterious waves of an LCD screen. This book is dedicated to you and to my mother, Revekka, and the memory of my late father, Jacob.

Howard Moskowitz...

No book gets written by itself.  That said, a famous Jewish proverb in the Ethics of the Fathers teaches us "I have learned from my teachers... but I have gained wisdom from my students'. So let me first acknowledge my students, each of you around the world, from China to Lebanon, from Israel to Germany, and beyond. My dear students, you help shape my thinking, and sharpen my mind through your questions, discussions, insights.  Beyond that to my co-workers at Moskowitz Jacobs, Inc., to my long-term colleagues in psychophysics and market research, and most of all, to my family. Individually, each of you gives me the inspiration and strength to continue thinking, creating, publishing, and applying these ideas.  And finally, to the wonderful people at Wharton School Publishing, who continually encourage, leading us through this journey as our 'pillar of fire by night". Thank you.