Rob Lawton is an internationally recognized author, executive coach, and expert in creating rapid strategic alignment between enterprise objectives and customer priorities. He has directed strategic and operational improvement initiatives since 1985. Lawton’s powerful principles, strategies and tools have transformed innovation projects, service, knowledge-work, and customer experience. Lawton coined the term “customer-centered culture” with his first book, Creating a Customer-Centered Culture: Leadership in Quality, Innovation and Speed (ASQ Quality Press, 1993). He has been published in Brazil, China, the U.K., and is referenced widely. Many of his articles are available at www.imtc3.com. As a keynote speaker, Lawton engages, inspires, and entertains audiences.