November 12th, 2026
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RIDER OF DRAGONS
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Paco Underhill

With clients ranging from McDonald's to Starbucks, EstΓ©e Lauder to Blockbuster and Citibank to Wells Fargo, Paco Underhill has been profiled in The New Yorker and Smithsonian Magazine, has written for American Demographics and Adweek and lectures widely. He is based in New York City.

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Series

Books:

Why We Buy, June 2000
Paperback