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Jerold L. Zimmerman, Ph.D., is a globally recognized microeconomist and author of seven books and has taught organizational economics, accounting, and finance at the University of Rochester’s Simon Business School for more than forty years. He has consulted with numerous clients, including Fortune 500 companies and management advisory firms, to demonstrate how organizational economics principles can improve a firm’s culture and, eventually, its performance. Zimmerman is also a founding editor of the Journal of Accounting and Economics, one of the most highly referenced peer-reviewed journals in economics, and has served on several public company boards of directors. His fifty published studies and books include textbooks on economics and accounting and a trade book about designing organizations that create value. James Swallow is a New York Times, Sunday Times and Amazon #1 bestselling author and scriptwriter, with over fifteen years of experience in fiction, television, radio, journalism, new media, and vi