Frank V CespedesFrank V. Cespedes is the MBA Class of 1973 Senior Lecturer of Business Administration at Harvard Business School. He has run a business, served on the boards of established corporations as well as startups, and consulted to companies around the world He is the author of six books, including Aligning Strategy and Sales and Concurrent Marketing, and numerous articles in Harvard Business Review, the Wall Street Journal, MIT Sloan Management Review, California Management Review, Strategy+Business, and other prominent publications. Read More Read Less