In commemoration of the 20th Anniversary of 9/11, Ed Zier and Koehler Books have published UNDAUNTED.  
It is the true story of an entrepreneurial success and its fortitude through the tragedy.

Without warning the Twin Towers were viciously attacked.


Thousands were murdered. The people of Baseline—high in the South Tower—faced critical, life-dependent decisions. Four colleagues tragically lost their lives.

The dramatic evacuations by Baseline associates, and their resolve...


…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.

On September 11, 2001 Baseline was in the midst of its greatest growth spurt.


“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

Meet the Author

Ed Zier is a prominent authority on the financial information services industry, as well as recognized for his sales and marketing leadership. As the Chief Operating Officer of Baseline, he helped the entrepreneurial success grow from $3 million to over $50 million in annual revenue in less than ten years. He also jointly led his Baseline colleagues through the rebuilding effort after sustaining complete devastation at the World Trade Center on 9/11.


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!"

Tim Leach
Director, Goldman Sachs BDC, Inc (GSDB), Chairman of the Board, Goldman Sachs Middle Market Lending Corp. II, Inc., and former Chief Investment Officer of Wells Fargo Wealth Management.

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."

Phillip B. J Reid
Retired Senior FBI Executive and a lead agent in the December 1988, Pan Am 103 Bombing Investigation in Lockerbie, Scotland, and Author of Three Sisters Ponds

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."

Carol DiBattiste
Former TSA Deputy Administrator, Former Air Force Under Secretary, and Air Force Retired Officer

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."

Thomas Von Essen
Former FDNY Commissioner for the City of New York and Author of Strong of Heart



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.