Tamara Adlin is an author, speaker, and the President of Adlin, Inc., a one-woman user experience strategy consulting company in Seattle, Washington. She works with early-stage startups, and big companies trying to act like startups, to bring user focus to the business teams and business savvy to the design teams. She has worked with established companies from Apple to Zillow, dozens of startups, and international organizations like the United Nations. She coauthored the Persona Lifecycle books, which have become part of the user experience canon. Since then, she has developed a new Alignment Persona methodology to bring focus to executive and stakeholder teams and clarity to entire organizations. From 2002–2005, Tamara was a user experience lead at Amazon. She has a master’s degree in Human Centered Design and Engineering from UW. Tamara’s passion projects include speaking and writing on practical advice for women who want and need to fight for the right titles and salaries.