Seth Godin grew up in Buffalo, New York. He graduated Williamsville East High School in 1978 before leaving to earn degrees in computer science and philosophy from Tufts University and an MBA in marketing from the Stanford Graduate school of Business. He returned to Buffalo often to see his family, owners of HARD Manufacturing, a maker of hospital cribs headquartered. The company is currently run by his sister Marjorie Bryen.  Seth is the author of 20 books that have been bestsellers around the world and have been translated into more than 35 languages. He’s also the founder of the altMBA and The Akimbo Workshops, online seminars that have transformed the work of thousands of people. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. Some of his books Linchpin, Tribes, The Dip  and Purple Cow. His book, This Is Marketing, was an instant bestseller around the world. His newest book, The Practice came out in 2020. Seth has founded several companies, including Yoyodyne and Squidoo. His blog (which you can find by typing “seth” into Google) is one of the most popular in the world. His podcast is in the top 1% of all podcasts worldwide. In 2018, he was inducted into the Marketing Hall of Fame. Michelle Johnston is a Professor of Emergency Medicine and novelist, and on good days it is difficult to tell the difference, She works as an Emergency Physician at an inner city trauma hospital, thus specialising in mess and chaos. Her first novel, Dustfall, was published in 2018; a book about medical error and the legacy of asbestos mining in Western Australia.  She writes extensively in the medical field, and believes creativity is at the beating heart of critical care.