In Chapter 11 of 16 of his 2010 Capture Your Flag interview with host Erik Michielsen, online media sales executive Geoff Hamm shares the importance of developing industry expertise in sales. Over time, Hamm gains the industry knowledge to be a a thought leader and become a trusted education resource for his clients. As an industry resource, Hamm is then able to better communicate innovative new product potential. Hamm graduated from the University of Illinois - http://illinois.edu/ - and is now SVP of Sales at at Scribd http://www.scribd.com/ in Silicon Valley. Previously he held online sales management positions at Electronic Arts, Yahoo!, Orbitz, IAC, and Excite.