Tamara Adlin is the president of adlin, inc., a customer experience strategy company in Seattle. She has worked with companies from Apple to Zillow and many in between, including big redesigns for Brooks Brothers and the UN’s World Intellectual Property Organization, and helping to launch Poppin, Pro.com, and Brickworks. She started adlin, inc., to help solve the real problems companies face when they try to create products people love—especially startups and ecommerce companies. Her focus is on...focus! She believes that teams who can develop and stick with a crystal-clear focus on their users are in the best position to create really great products and meet their business objectives. She co-authored The Persona Lifecycle: Keeping People in Mind Throughout Product Design with Microsoftie John Pruitt, and The Essential Persona Lifecycle, published in May 2010. Previously, Tamara was a Customer Experience Specialist at Amazon.com. Before that she led user experience work at a series of startups. She has a Master’s Degree in Technical Communication from UW, and has always been fascinated with the problem of getting lots of people from different teams to communicate and work well together.