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About Yastrow & Company
 Steve Yastrow
Steve Yastrow has acquired a singular reputation among business decision makers as an outside partner who challenges organizations to take a fresh look at themselves from the inside out. He offers clear action steps to improve business performance through Brand Harmony and ideal customer relationships.
As a consultant, speaker, and writer he encourages his clients, audiences, and readers to reinvent how they connect with customers. Steve pinpoints the make-or-break ideas that will unleash the full potential of the business other than brute-force marketing, cost cutting, and ruthless deal making. He focuses on building a strong internal alignment that creates powerful and compelling beliefs in the minds of employees and customers.
Steve is the founder of Yastrow & Company, a Chicago-based consulting firm, where he has assembled a stellar team of associates who work with him to create consulting engagements that deliver powerful results. Yastrow & Company works with a variety of companies, from the Fortune 500 level to smaller owner-managed businesses. Clients include McDonald's Corporation, The Tom Peters Company, Kimpton Hotels, The Cayman Islands Department of Tourism, Agilent Technologies, Jenny Craig International, Great Clips for Hair, Cold Stone Creamery, Wyndham Hotels & Resorts, Viacord, Dental Care Partners, among others. (Click here for Yastrow & Company Consulting page and client list.)
Steve is a former vice president of resort marketing at Hyatt Hotels and Resorts. His revolutionary approach to marketing and business is based on the groundbreaking ideas found in his books, Brand Harmony (The Tom Peters Company Press, 2003), and We: The Ideal Customer Relationship (SelectBooks 2007). Steve earned an MBA from the J.L. Kellogg School of Management at Northwestern University.
 Diana Lackner
Diana has worked with Yastrow & Company for 10 years. Her keen strategic, financial, and business insights have been pivotal in the development of Yastrow & Company strategies with clients in real estate, consumer goods, financial services, and health care. Diana has an MBA from the University of Chicago and brings years of experience from her time with Searle, Citigroup, and BioStrategies, a health care consulting firm.
 Caroline Ceisel
Caroline has been integrally involved in all Yastrow & Company consulting
projects for the past three-and-a-half years, and assisted in the research
and editing for Steve Yastrow's new book, We: The Ideal Customer
Relationship. Caroline has played a key role in developing many
brand strategies for clients and in translating those strategies into
programs that drive results. She runs most of Yastrow & Company's qualitative
research projects. Caroline previously worked as Field Director on the
Dan Hynes U.S. Senate Campaign.
 Brian Kovach
Brian is president of Symbiotic Marketing, an associate firm of Yastrow & Company. Brian has worked with Steve for more 20 years, for companies including Hyatt Hotels & Resorts, Tom Peters Company, Embassy Suites/Embassy Vacation Resorts, Sunterra Resorts, DentalCare Partners, Viacord, and many others. Brian specializes in translating strategy to action, creating marketing communications, marketing operations support, logistics, and systems that ensure great ideas become reality. Brian is particularly adept at interpreting and refining the real world touchpoints between companies and customers, bringing Brand Harmony to life.
 Shelby Yastrow
Shelby was executive vice-president and general counsel of McDonald's Corporation, from where he retired in 1997. He has served as a director on the boards of many companies, including Cold Stone Creamery, Great Clips for Hair, Spirit Finance, and Premier Garage. Shelby is considered one of the nation's leading experts on franchising, and advises many franchise executives on their businesses. He is the author of two acclaimed novels, Undue Influence and Under Oath.
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