Michael Hernandez lives in Whittier, California, and is a passionate basketball player and CIF High School Basketball Referee. He officiates games across Southern California and enjoys spending his free time golfing and being with his son and daughter. He holds a Bachelor’s degree from California State University, Fullerton, and an MBA from the University of Redlands. Michael also shares his knowledge as a guest speaker at local universities, where he talks about marketing trends and strategies.

With years of experience in sales and marketing roles in the distilled spirits industry, Michael wrote this book to help bridge the gap between Sales and Marketing teams. His goal is to show how each department can work better together by understanding the basics, like the Four P’s, SWOT analysis, segmentation, and more. Inspired by Wayne Gretzky’s words, “You miss 100% of the shots you don’t take,” this book is Michael’s way of taking his shot.