Ed Zier is the author of the non-fiction narrative entitled UNDAUNTED. Published by Koehler Books, it was awarded a “finalist” commendation in two categories for Best Book of the Year for 2021-22 by the National Indie Excellence Awards: Non-fiction and Leadership.

Ed was the chief operating officer of Baseline Financial Services on September 11, 2001. He recognizes how fortunate he is to be alive, although does not like the term “lucky” as it suggests that those lost were unlucky. “It seems disrespectful to the families to call myself lucky.” In 2005, Ed outlined what would become Undaunted, but he would not have the time nor the courage to write about the collective experiences of his colleagues until 2017. It then took him four years to write, perfect, and publish the book. “It was much harder than I ever expected,” Ed said of his journey. “Nearly every interview begot another interview as I learned more and more about that day and how my associates faced disaster. And, given that it was a work of non-fiction there were tons of facts that had to be triple checked.”

His greatest satisfaction from writing Undaunted comes from the thanks and gratitude he receives from his former colleagues for writing their mutual story. However, Ed adds that “the absolute best feedback comes from the families of those associates who lost their lives on 9/11. I was hesitant to talk to them, but my fears were allayed when I learned how welcoming they were to have me keep their loved one’s legacy alive. That meant a lot to me.”

Ed Zier is a prominent authority on the financial information services industry, as well as recognized for his sales and marketing leadership. As the COO 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.

After leaving Baseline in 2004, he spent many years running his own consultancy to help emerging financial information firms realize their potential. Earlier in his career, Mr. Zier’s pioneering sales efforts with CompuServe forged new and innovative ways for investment bankers to access key data, and won him distinction within the firm by virtue of various sales awards. Mr. Zier earned his undergraduate degree from the University of Notre Dame, and gained his MBA from New York University’s Stern School of Business. Today, Ed and his wife live in Naples, Florida.