Thousands were murdered. The people of Baseline—high in the South Tower—faced critical, life-dependent decisions. Four colleagues tragically lost their lives.
…to rebuild the business, while focusing on all its stakeholders, was greatly facilitated by the well-developed, team-oriented corporate culture of this entrepreneurial success story.
“I don’t think I have ever met one investment professional who didn’t marvel at the brilliant and elegant simplicity of Baseline. It was one of the first investment applications I ever learned and I have always judged other applications against it for ease of use.”
– Mark Weiss, Chief Investment Officer of Virtonos Capital
Tim Leach Short
"Undaunted is an insider's story, but really it is an intimate homage to the special culture that Baseline’s founder created—leading not only to tremendous business success but fortifying its employees to withstand the destruction of the south tower during 9/11, and do whatever it took to deliver to its customers without a hitch… remarkable!"
Phillip B. J Reid short
"Ed Zier shares this very uplifting personal story about how one of the deadliest moments in American history forever impacted him and his surviving colleagues’ lives."
Carol DiBattiste short
"Undaunted weaves powerful imagery of the unforgettable terrorist attack and tragedy of 9/11 with heartfelt human emotions that involve fear, capitulation, unbelievable resolve, resilience. It is a gripping account and must-read."
Thomas Von Essen
"While reading Undaunted, I felt as though I was back on that horrible day. Ed Zier does a remarkable job of personalizing an event that shook the world. A small group of innocent, decent, hardworking Americans now have their story told along with so many others."
On September 11, 2001, sixteen employees of Baseline Financial Services remained on the 77th and 78th floors of Two World Trade Center not knowing that a second plane targeting the towers was about to crash directly into their offices. Twelve would survive.
UNDAUNTED uses that moment, and the rest of the day’s events, to portray how the team stuck together and exemplified tremendous valor amidst the utter horror. Not only would the twelve survive, but they would also band together with all of Baseline’s employees to rebuild the business—nearly from scratch—in the ensuing weeks. They were relentless in their mission, while simultaneously mourning the loss of four friends.