about the authors

JOSH BERNOFF is Senior Vice President, Idea Development, at Forrester Research and is responsible for identifying, developing, and promoting some of the company’s most influential and forward-looking ideas.

Josh is the coauthor of the BusinessWeek bestselling book Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), a comprehensive analysis of corporate strategy for dealing with social technologies. Abbey Klaassen of Advertising Age named it as the best book ever written on marketing and media, and Amazon’s editors put it in the top ten business books of the year. In 2008, the Society for New Communications Research picked Josh and his Groundswell coauthor Charlene Li as “visionaries of the year.”

Josh joined Forrester in 1995. In 1996 he created the Technographics segmentation, a classification of consumers according to how they approach technology. Forrester has used this segmentation as the basis of its consumer research offering, also called Technographics, since 1997. Josh is also known for his ten years of analysis of the television industry.

Josh’s research, analysis, and opinions appear frequently in publications like the New York Times and the Wall Street Journal. He writes a column for Marketing News, a publication of the American Marketing Association, and blogs for Forrester and Advertising Age. Josh has keynoted major conferences on television, music, marketing, and technology in Barcelona, Cannes, Chicago, London, New York, Rome, São Paulo, and Tokyo.

TED SCHADLER is Vice President and Principal Analyst at Forrester Research. His work over thirteen years at Forrester has consistently focused on disruptive technologies and how senior decision makers should harness them. Ted uses quantitative studies and business analysis to identify and answer the technology questions of executives in business and consumer markets.

Since Ted joined Forrester in 1997, he has had a wide and varied career as an analyst, research director, innovator, and business manager. Ted has been instrumental in analyzing the impact of Internet 1.0, open source software, Web services, digital media, broadband, cloud computing, smartphones, and collaboration. In 2000, Ted launched and managed Forrester TechRankings, the precursor to the Forrester Wave methodology.

In 2009, Ted created Forrester’s Workforce Technographics methodology, the industry’s first benchmark analysis of how people use technology at work. This quantitative approach to understanding workforce technology has led to many of the ideas in Empowered.

Ted has appeared as a technology expert on ABC, CBC, CNBC, NBC, and PBS and his research and analysis has been cited in BusinessWeek, the Economist, the New York Times, and the Wall Street Journal. Ted has keynoted at business technology and marketing conferences worldwide.

Ted’s background includes five years as a professional rock-and-roll musician for the Maryland-based band Crash Davenport, and ten years as Chief Technology Officer for a company building healthcare applications. He has degrees from Swarthmore College, the University of Maryland College Park, and MIT Sloan School of Business.