Gary Massel & Gerald Zaltman

All photos in this article © 2018 Mary Lou Johnson

Gary Massel And Gerald Zaltman

Gary and Lynn Massel actively enjoy the winter while based at Grand Bay and summers in Glencoe, Illinois. They met in college. Gary earned a Doctorate in Physics which led to careers in industry, a Washington Think Tank and the Federal Government. Early in his career, Gary worked at the Institute for Defense Analysis and then for the Office of the Secretary of Defense. He served on the first SALT (Strategic Arms Limitation Treaty) team, and then became director of Land Forces Planning and director of Naval Forces Planning and Associate Administrator of Welfare Programs in the Department of Health, Education and Welfare.

Lynn took a break from college to start their family of two children and returned to college when their children were young, starting with one course. Seven years later, she earned a Bachelors degree in Psychology. She went on to attend Columbia University, earning a Masters Degree and an LCSW. When they moved to Illinois, she continued her studies with Post-Graduate work at Northwestern and developed a Private Practice.

Private industry attracted Gary, to become Senior Director of Supply Chain at the company that grew to become what is known today as Office Max. For leisure activities, Gary is an avid bicyclist, at a competitive level earlier, and he now averages 50 miles a week of riding around Longboat Key. He plays tennis three times a week, a sport he started at age 75.

Gary explains that in Sarasota, he finds many bright people who are interested in current and future issues. Gary is an expert lecturer on history at The Longboat Key Education Center. He studied history and the humanities at The University of Chicago, completing a five-year program after retiring.

Finding other thinkers who like to debate and research current issues, Gary joined his friend from Chicago, Philip Kotler, along with David Houle and Jason Voss, the three principals who created the idea that became The Sarasota Institute. Gerald Zaltman, your Bay Isles neighbor, is another Key Member of The Sarasota Institute.

The Sarasota Institute Members Philip Kotler David Houle And Jason Voss

He is the Joseph C. Wilson Professor of Business Administration Emeritus at Harvard Business School and previously co-director of The Mind of the Market Laboratory at HBS. He has authored over 20 books.

Jerry's work has been featured in The New York Times, Fortune Magazine, Forbes, US News & World Report, Time, Fast Company Magazine, American Demographics, and other major publications. He has received three patents for market research tools used around the world by major firms and international agencies. He is a founder of Olson Zaltman Associates, a Market Research Firm based in Pittsburgh where he devotes one to two days each week. Typical clients are among the Fortune 50, 100 and 500.

Ask a person why they chose to live in Sarasota and the typical answer, other than the weather, is "because of the breadth and dept of the culture that is available here."

In 2015, Dr. Zaltman was the fourth recipient of the bi-annual Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice and was inducted into the inaugural American Marketing Association’s Fellow Program recognizing members who have made significant contributions to the research, theory and practice of marketing. He has won numerous other awards. He enjoys photography, boating and fishing and hiking in Alaska when not at Bay Isles for the Season or in Maine during the summer.

Ann Zaltman is a retired ICU Nurse who attended Wellesley College to earn Advanced Degrees in Cognitive Science. She worked with Jerry to develop The Zaltman Metaphor Elicitation Technique, ZMET, which was instrumental to creating the consulting firm Olson Zaltman Associates.

For more information on ZMET refer to a New York Times story Penetrating the Mind by Metaphor published in February 2002. Learn what a monk meditating in a soccer field has to do with Coca Cola and how a trip to Nepal inspired Jerry and Ann to develop ZMET.

Jerry has a new book coming out Think Keys - Exercises to Illustrate Thinking Mechanisms for a General Audience. We will cover it in a future issue.

The Sarasota Institute

Ask a person why they chose to live in Sarasota and the typical answer, other than the weather, is “because of the breadth and depth of the culture that is available here.” Many who are attracted by this availability of culture also have a continuing desire to better understand the challenges facing us in the 21st century and to contribute to finding solutions. They bring a lifetime of acquired knowledge and experience that has great value as we face a very challenging and uncertain future.

It is exactly this same conversation that two friends had at The Dry Dock in January, 2017. These two friends were David Houle, a globally recognized Futurist and the futurist in residence at the Ringling College of Art, and Philip Kotler, Professor of International Marketing at the Kellogg School of Business at Northwestern University and the recognized creator of modern marketing as an academic discipline. When the topic of all the exceptional people who live in Sarasota came up, Philip mused “maybe we should try to create something that might be able to harness and leverage all this talent, vision and brain power to benefit the world and Sarasota.”

David and Philip agreed to move that concept forward and reached out to others. The first three were: Jason Apollo Voss, a friend of David’s and a deep and insightful thinker in the fields of finance, investing and meditation; Gerald Zaltman, the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard School of Business; and me, a retired senior corporate executive with government experience in national security and health and welfare programs and a Ph.D. in physics.

The purpose of the institute is to address the big questions facing the United States and the world today and in the future. These questions fall into ten categories: public policy, technology, natural resources, marketing and media, intelligence, healthcare, education, democracy, climate change and capitalism. They were selected because, in the 21st century, these ten areas will need the greatest amount of new and breakthrough thinking. As a 21st century think tank, we believe that massive change is coming and that this change needs to be thought about in advance. It is time to ask new questions about the future and not be constrained by and just debate the same past thinking.

A website is now up and the number of members of the Institute has grown to 14 including the presidents of The Ringling College of Art, The New College of Florida, The State College of Florida Sarasota and Manatee and the Ringling Museum. On the website, you will find papers that are original as well as reposted writings by the members that address the topics of focus. There are new postings about every two weeks.

About FrankieT

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