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David Sirota is founder and chairman emeritus of Sirota Consulting, a firm with a national reputation for improving performance by systematically measuring and managing employee, customer and community relationships. He previously served as IBM director of behavioral science research and application. Sirota has taught management at Cornell, Yale, MIT and Wharton, and was a study director at the University of Michigan’s Institute of Social Research. His work has been featured in Fortune and The New York Times. He holds a doctorate in social psychology from the University of Michigan.