With his trademark energy and charisma, Scott McKain shares the secret of what customers really want and how marketing and sales set the scene for customer retention. By explaining his business philosophy based on customer experiences, McKain illustrates why all business is show business.

Arthur Laffer is an American economist who first gained prominence during the Reagan administration as a member of Reagan's Economic Policy Advisory Board. He is the author and co-author of many books and newspaper articles, including Supply Side Economics: Financial Decision-Making for the 80s. Laffer is Policy Co-Chairman (with Lawrence "Larry" Kudlow) of the Free Enterprise Fund.