David A. Shore, PhD, is associate dean and founding director of the Trust Initiative at the Harvard School of Public Health, where he also serves as executive director of the Center for Continuing Professional Education. Dr. Shore teaches the popular Harvard graduate course Strategic Marketing: Gaining Competitive Advantage Through Positioning, Branding, and Trust. A frequent speaker, he has delivered keynote addresses and provided consultation on six continents. He chaired the first, second, and third national Conferences on Branding, Positioning and Competitive Strategies in the Healthcare Industries and is frequently quoted by the media in such publications as The Wall Street Journal, The New York Times, INC, and Modern Healthcare. His work on brand, reputation, and trust is part of his larger work on market dynamics and the market strategies that most powerfully affect the creation of competitive advantage. In all of his work, Shore strives to build constructive links between theory and practice.