Walter L. Baker joined McKinsey in 1998 and is based in Atlanta, Georgia. He has worked with numerous clients across a broad range of industries in the areas of pricing, sales, marketing, and strategy. He holds degrees from Harvard University and M.I.T., and has published articles on pricing in CMO Magazine, the McKinsey Quarterly, and Harvard Business Review.

Michael V. Marn joined McKinsey in 1977 and is based in Cleveland, Ohio. He has developed many of the most universally used analytic approaches for identifying and capturing opportunities in pricing. A graduate of Hiram College and Case Western Reserve University, he has written articles which have appeared in The Wall Street Journal, The New York Times, Boardroom Reports, Sales and Marketing Management, Harvard Business Review, and the McKinsey Quarterly.

Craig C. Zawada joined McKinsey in 1997 and is based in Calgary, Alberta. He has developed innovative new pricing concepts and ideas in such areas as market strategy, post-merger pricing, Internet pricing, and pricing infrastructure. He holds degrees from the Schulich School of Business, York University, and has published widely on pricing strategy in Harvard Business Review, Mergers and Acquisitions, and the McKinsey Quarterly. He has also been interviewed in Fortune Magazine and Canadian Business.