Michael holds a Bachelor’s degree from California State University, Fullerton, and an MBA from the University of Redlands. He works in the distilled spirits industry with experience in sales and marketing. He lives in Whittier, California, where he enjoys basketball and volunteers as a CIF High School Basketball Referee across Southern California. In his spare time, he plays golf and cherishes time with his son and daughter.

He’s also a guest speaker at local universities, sharing insights on marketing trends and strategy. His passion for this book stems from wanting to bridge the gap between Sales and Marketing teams. He focuses on core principles like the Four P’s, segmentation, product life cycle, SWOT, and market research—tools he believes are too often overlooked. Inspired by Wayne Gretzky’s quote, “You miss 100% of the shots you don’t take,” Michael sees this book as his shot to make a difference.