Tony launched Goal Centric and originated the buyer persona research approach to knowing your buyers in 2002. Tony combines extensive real world senior level experience with innovative buyer insight approaches to form the innovative services of Buyerology℠ and to develop a new descriptive form of relevant business and modeling data called Business Buyergraphics™. Tony consults with Fortune 500 and Inc. 500 organizations to help gain deep buyer insights that inform strategies in marketing and sales. Tony served as Chief Consulting Officer for Cooper Design, the modern day forerunner of developing user personas to inform design strategies. He also served in the role of Vice President in Sales and Marketing capacities for TRW, Knight-Ridder, and Compaq (HP). He holds a B.S. in Business and an M.B.A. in Marketing Management. Read Tony’s popular blog Buyerology Now, formerly titled Buyer Persona Insights for insightful commentary on changing buyer behavior and how to develop buyer strategies in today’s turbulent markets.