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Undaunted: Leadership Amid Growth and Adversity
Endorsed by Former FDNY Commissioner Thomas Von Essen, Former Under Secretary of the U.S. Air Force and TSA Deputy Administrator Carol DiBattiste, and Retired Senior FBI Executive Phillip B J Reid.
On the morning of September 11, 2001, sixteen employees of Baseline Financial Services remained on the 77th and 78th floors of Two World Trade Center. They were unaware that a second plane targeting the Twin Towers was about to crash directly into their offices. By the time the towers fell, twelve had survived. Four had not. Undaunted is the story of what happened to the people who made it out, and what they and all of Baseline’s employees built from the wreckage of the worst morning in American memory.
Ed Zier, Chief Operating Officer of Baseline Financial Services and author of Undaunted, was not in the building that day. A client had moved a meeting. A two-thousand-dollar flight change fee had altered his travel schedule. An ordinary business decision made in ordinary circumstances kept him away from the office while his colleagues ran for their lives. In the months that followed, Zier did what leaders do when everything falls apart. He encouraged and celebrated his colleagues’ resolve to rebuild with alacrity despite the ever-present grief. Years later, he embraced the opportunity to interview his surviving colleagues. He also approached the families of the four who were lost. And he wrote the book that honors all of them.
Undaunted is not just another book about the catastrophe. It is a book that leads the reader to what came after it. About the corporate resilience that rebuilt a company from the ground up. About the leadership that held people together when the ground was still shaking. About the vision and the valor of professionals who refused to let September 11 be the last chapter of their story. It is a book that the 9/11 memorial audience will feel deeply and that the corporate leadership reader will carry into every difficult room they ever walk into.
As the 25th anniversary of 9/11 approaches, Undaunted stands as one of the few firsthand corporate survivor narratives of that day. The readers who have found it describe it as a book that lingers long after the last page. The readers who have not found it yet are still looking. This is exactly the book they are searching for.
When released on September 11, 2001, Undaunted became the publisher's (Koehler Books) Number One bestselling title in Q3 2021 - in only three weeks.
On the morning of September 11, 2001, sixteen employees of Baseline Financial Services remained on the 77th and 78th floors of Two World Trade Center. They were unaware that a second plane targeting the Twin Towers was about to crash directly into their offices. By the time the towers fell, twelve had survived. Four had not. Undaunted is the story of what happened to the people who made it out, and what they and all of Baseline’s employees built from the wreckage of the worst morning in American memory.
Ed Zier, Chief Operating Officer of Baseline Financial Services and author of Undaunted, was not in the building that day. A client had moved a meeting. A two-thousand-dollar flight change fee had altered his travel schedule. An ordinary business decision made in ordinary circumstances kept him away from the office while his colleagues ran for their lives. In the months that followed, Zier did what leaders do when everything falls apart. He encouraged and celebrated his colleagues’ resolve to rebuild with alacrity despite the ever-present grief. Years later, he embraced the opportunity to interview his surviving colleagues. He also approached the families of the four who were lost. And he wrote the book that honors all of them.
Undaunted is not just another book about the catastrophe. It is a book that leads the reader to what came after it. About the corporate resilience that rebuilt a company from the ground up. About the leadership that held people together when the ground was still shaking. About the vision and the valor of professionals who refused to let September 11 be the last chapter of their story. It is a book that the 9/11 memorial audience will feel deeply and that the corporate leadership reader will carry into every difficult room they ever walk into.
As the 25th anniversary of 9/11 approaches, Undaunted stands as one of the few firsthand corporate survivor narratives of that day. The readers who have found it describe it as a book that lingers long after the last page. The readers who have not found it yet are still looking. This is exactly the book they are searching for.
When released on September 11, 2001, Undaunted became the publisher's (Koehler Books) Number One bestselling title in Q3 2021 - in only three weeks.
292 pages, Paperback
Published September 11, 2021
About the author
Ed Zier
2 books3 followersEd Zier is the former Chief Operating Officer of Baseline Financial Services. He helped lead the entrepreneurial business to grow from $3 million to over $50 million in annual revenue in less than ten years. He also jointly led his Baseline colleagues through the rebuilding effort after sustaining complete devastation at the World Trade Center on 9/11. Undaunted is his first literary work.
In 2026, as America marks the 25th anniversary of September 11, Ed Zier continues to speak publicly about leadership, resilience, and the importance of keeping the memory of that day alive for future generations.
Ed is a prominent authority on the financial information services industry, as well as recognized for his sales and marketing leadership. After leaving Baseline in 2004, he spent many years running his own consultancy to help emerging financial information firms realize their potential. Earlier in his career, Mr. Zier’s pioneering sales efforts with CompuServe forged new and innovative ways for investment bankers to access key data, and won him distinction within the firm by virtue of various sales awards. Mr. Zier earned his undergraduate degree from the University of Notre Dame, and gained his MBA from New York University’s Stern School of Business. Today, Ed and his wife live in Naples, Florida.
In 2026, as America marks the 25th anniversary of September 11, Ed Zier continues to speak publicly about leadership, resilience, and the importance of keeping the memory of that day alive for future generations.
Ed is a prominent authority on the financial information services industry, as well as recognized for his sales and marketing leadership. After leaving Baseline in 2004, he spent many years running his own consultancy to help emerging financial information firms realize their potential. Earlier in his career, Mr. Zier’s pioneering sales efforts with CompuServe forged new and innovative ways for investment bankers to access key data, and won him distinction within the firm by virtue of various sales awards. Mr. Zier earned his undergraduate degree from the University of Notre Dame, and gained his MBA from New York University’s Stern School of Business. Today, Ed and his wife live in Naples, Florida.
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Displaying 1 - 12 of 12 reviews
December 29, 2023
I read this book because my son worked for this company on 9-11. Fortunately he was on later shift that day. I was very emotional reading what transpired to my son’s co-workers that day and how he was spared this horrid experience . It was inspirational how the employees saved the company after the attack which included my son as part of the team! Bravo to the author that did a wonderful job writing the book!!
June 11, 2023
Undaunted is a book that was written in the lead-up to the 20th Anniversary of the September 11th, 2001 terrorist attacks. It tells the story of a company called Baseline Financial, which had offices on the 77th and 78th floors of the South Tower of the World Trade Center (floor 78 was the lowest floor in the impact zone when Flight 175 hit the building). Some of the employees of the company were featured in the History Channel documentary, Escape from the Towers, which was also put out around the 20th Anniversary, so if you watched that documentary, you are already aware of some of what the book covers.
The book is written by the former head of sales for Baseline, Ed Zier, who was not actually in the building on 9/11. He was on his way to work when the first plane hit the North Tower and could not get to the buildings, so he watched most of what played out from a Taxi going back to New Jersey. The book partly lays out the history of the company, from its beginnings as a start-up that made no money, to being a powerhouse that was making millions of dollars when the 9/11 attacks occurred. He shifts back and forth between the story of the company with the events of 9/11, with the most detail about the people who made it down (including one worker who was 7 months pregnant and walked down 77 flights of stairs without stopping or resting because she was worried about the health of her baby), including what they faced at the moment of impact, trying to find a way out, and what happened when they got out of the building, including as it collapsed. After that, Zein details the four members of the company who died in the attacks (who were all on the 78th floor exactly where the plane hit) and what happened to the company after 9/11 as it tried to rebuild.
The substantive portion of the book is about 245 pages, and then there are several pages of notes and an index. The parts of the book about the experience of the people in the building (who are counted among the 18 people at or above the point of impact who made it out of the building, although technically they were all just below the impact floors) are harrowing. Those chapters detail how many employees seeing people jump from the North Tower wanted to get out (despite the announcement saying the building was secure and they could stay at their desks), and were debating about whether to take the stairs or try the elevators. A few of the employees had been on the 78th floor a couple of minutes before the plane hit the building, and only survived because of a decision to go back down to the 77th floor. Another employee was going back to her desk (which was on the side of the building where the plane hit) to get her shoes, and saw the plane coming as she was walking that way, convinced that if she had been at her desk she would have been killed. Then the author goes into the rush to find a way out, with the employees eventually risking going down the risky A stairwell (which was filled with smoke) after determining that the B and C stairwells were inaccessible or completely destroyed).
Toward the end of the book, the author details the efforts to rebuild the company, which was complicated not only by the loss of their offices in the trade center, but that it had recently been acquired by what is now Thomson Reuters, and how a decision by one of the employees to grab his laptop (and the fact that he and it survived the aftermath of the towers collapsing) basically saved the company's data and allowed the employees to keep it running. At the very end of the book, there are good eulogies written about the four employees who were killed in the attacks.
Overall, the book is very good and very interesting. I think most people will be interested in the chapters devoted to the day of 9/11, but the chapters devoted to the history of the company and what happened to it in the years after 9/11 are also very interesting, even if you are not all that familiar with, or into finance. It is definitely worth reading.
The book is written by the former head of sales for Baseline, Ed Zier, who was not actually in the building on 9/11. He was on his way to work when the first plane hit the North Tower and could not get to the buildings, so he watched most of what played out from a Taxi going back to New Jersey. The book partly lays out the history of the company, from its beginnings as a start-up that made no money, to being a powerhouse that was making millions of dollars when the 9/11 attacks occurred. He shifts back and forth between the story of the company with the events of 9/11, with the most detail about the people who made it down (including one worker who was 7 months pregnant and walked down 77 flights of stairs without stopping or resting because she was worried about the health of her baby), including what they faced at the moment of impact, trying to find a way out, and what happened when they got out of the building, including as it collapsed. After that, Zein details the four members of the company who died in the attacks (who were all on the 78th floor exactly where the plane hit) and what happened to the company after 9/11 as it tried to rebuild.
The substantive portion of the book is about 245 pages, and then there are several pages of notes and an index. The parts of the book about the experience of the people in the building (who are counted among the 18 people at or above the point of impact who made it out of the building, although technically they were all just below the impact floors) are harrowing. Those chapters detail how many employees seeing people jump from the North Tower wanted to get out (despite the announcement saying the building was secure and they could stay at their desks), and were debating about whether to take the stairs or try the elevators. A few of the employees had been on the 78th floor a couple of minutes before the plane hit the building, and only survived because of a decision to go back down to the 77th floor. Another employee was going back to her desk (which was on the side of the building where the plane hit) to get her shoes, and saw the plane coming as she was walking that way, convinced that if she had been at her desk she would have been killed. Then the author goes into the rush to find a way out, with the employees eventually risking going down the risky A stairwell (which was filled with smoke) after determining that the B and C stairwells were inaccessible or completely destroyed).
Toward the end of the book, the author details the efforts to rebuild the company, which was complicated not only by the loss of their offices in the trade center, but that it had recently been acquired by what is now Thomson Reuters, and how a decision by one of the employees to grab his laptop (and the fact that he and it survived the aftermath of the towers collapsing) basically saved the company's data and allowed the employees to keep it running. At the very end of the book, there are good eulogies written about the four employees who were killed in the attacks.
Overall, the book is very good and very interesting. I think most people will be interested in the chapters devoted to the day of 9/11, but the chapters devoted to the history of the company and what happened to it in the years after 9/11 are also very interesting, even if you are not all that familiar with, or into finance. It is definitely worth reading.
April 15, 2023
I loved the human elements in this story, but there was too much tech talk for my liking. And, as a Native NYer, I was sad to read they “went back to work on 9/12” instead of taking some time to process the horror of that day and mourn and respect the many lives lost, including 4 of their own. As it turns out, their “get to work attitude” and all of their personal sacrifices didn’t pay off, as their “Beloved Baseline” succumbed to the Corporate Culture and Leadership of Thomson, which sunset their product. It was sad to read that Baseline didn’t truly survive, given how impressive their culture was, and how hard they fought to save it.
This entire review has been hidden because of spoilers.
October 14, 2022
In Undaunted, Ed Zier showcases the importance of a strong corporate culture against the backdrop of the horrific, chaotic terrorist attacks on 9-11. It would have been easy for a company to fold after what Baseline experienced on September 11th. Instead, the company and its people rallied. This is an inspiring story that highlights some amazing people, and what they did to recover and move forward amidst unimaginable challenges. It's a useful resource and highly recommended for leaders eager to learn more about thriving amidst adversity.
December 16, 2021
"Ed Zier shares this very uplifting personal story about how one of the deadliest moments in American history forever impacted him and his surviving colleagues' lives. He lost four of them in those moments. They almost lost their company too-Baseline. Ed sensitively recounts the absolute pain of those losses. He also describes his co-workers' dogged resolve to ensure Baseline's survival, which became the company's tribute to its fallen colleagues. Undaunted-a must read."
January 6, 2022
Undaunted reads like a superbly researched case study from the Harvard Business school but with some searing middle chapters about the terrorist attack on the Twins Towers. What the book reveals is how a visionary corporate culture had unknowingly prepared most of its people to survive 9/11 and rebuild.
June 4, 2026
Undaunted is one of those rare books that manages to educate, inspire, and emotionally move the reader all at the same time. Ed Zier has written a remarkable account that honors the memory of those lost while shining a spotlight on the extraordinary strength of those who survived and rebuilt.
The book offers a unique perspective that is both personal and powerful. Through vivid storytelling and heartfelt reflections, readers gain a deeper understanding of the human impact of September 11 and the resilience required to move forward afterward. The stories are authentic, emotional, and incredibly inspiring.
What stands out most is the message of hope that runs throughout the entire book. Despite the challenges, grief, and uncertainty faced by those involved, there is an unwavering commitment to rebuilding and supporting one another. That spirit of perseverance is what makes this book so impactful.
In addition to being an emotional journey, Undaunted provides valuable insights into leadership and organizational resilience. The lessons are timeless and relevant for anyone facing challenges in business or in life. Ed Zier's experiences offer practical wisdom that readers can apply in their own personal and professional journeys.
This book is more than a story it is a testament to the strength of the human spirit and the power of leadership during times of adversity. It is inspiring, meaningful, and unforgettable. I would highly recommend it to anyone looking for a book that combines emotional depth with valuable life lessons.
The book offers a unique perspective that is both personal and powerful. Through vivid storytelling and heartfelt reflections, readers gain a deeper understanding of the human impact of September 11 and the resilience required to move forward afterward. The stories are authentic, emotional, and incredibly inspiring.
What stands out most is the message of hope that runs throughout the entire book. Despite the challenges, grief, and uncertainty faced by those involved, there is an unwavering commitment to rebuilding and supporting one another. That spirit of perseverance is what makes this book so impactful.
In addition to being an emotional journey, Undaunted provides valuable insights into leadership and organizational resilience. The lessons are timeless and relevant for anyone facing challenges in business or in life. Ed Zier's experiences offer practical wisdom that readers can apply in their own personal and professional journeys.
This book is more than a story it is a testament to the strength of the human spirit and the power of leadership during times of adversity. It is inspiring, meaningful, and unforgettable. I would highly recommend it to anyone looking for a book that combines emotional depth with valuable life lessons.
June 4, 2026
There are books that tell a story, and then there are books that leave a permanent mark on the reader. Undaunted belongs firmly in the second category. Ed Zier has crafted an extraordinary account of courage, resilience, and leadership in the aftermath of one of the most devastating events in American history. While many books have been written about September 11, what makes this one stand apart is its focus on what happened after the tragedy—the rebuilding, the healing, and the determination to move forward when giving up would have been easier.
What moved me most was the humanity found throughout every chapter. The individuals featured in this book are not portrayed as larger-than-life heroes but as ordinary people who faced unimaginable circumstances and discovered extraordinary strength within themselves. Their stories are deeply emotional, inspiring, and impossible to forget. The author writes with compassion, honesty, and authenticity, allowing readers to connect with the people behind the headlines.
Beyond the emotional impact, the book offers profound lessons about leadership. Ed Zier demonstrates that true leadership is not measured during times of comfort and success but during moments of uncertainty, loss, and crisis. The decisions made, the relationships built, and the commitment to rebuilding serve as a masterclass in resilience and organizational leadership.
What moved me most was the humanity found throughout every chapter. The individuals featured in this book are not portrayed as larger-than-life heroes but as ordinary people who faced unimaginable circumstances and discovered extraordinary strength within themselves. Their stories are deeply emotional, inspiring, and impossible to forget. The author writes with compassion, honesty, and authenticity, allowing readers to connect with the people behind the headlines.
Beyond the emotional impact, the book offers profound lessons about leadership. Ed Zier demonstrates that true leadership is not measured during times of comfort and success but during moments of uncertainty, loss, and crisis. The decisions made, the relationships built, and the commitment to rebuilding serve as a masterclass in resilience and organizational leadership.
June 6, 2026
A Remarkable Story of Leadership, Resilience, and the Human Spirit
Undaunted is one of those rare books that stays with you long after you've turned the final page. While many books have explored the events of September 11, Ed Zier offers something truly unique a deeply personal and inspiring account of what happened after the tragedy. Rather than focusing solely on the devastation, he shines a light on the extraordinary courage, resilience, and determination of the people who refused to let that day define the rest of their lives.
What makes this book so powerful is its authenticity. Through firsthand accounts and heartfelt reflections, Zier honors both the colleagues who were lost and the survivors who found the strength to rebuild. The leadership lessons woven throughout the narrative never feel forced; instead, they emerge naturally from real experiences, making them far more impactful.
This is not just a book about business leadership. It is a book about humanity, perseverance, and hope. Whether you're a leader, entrepreneur, history enthusiast, or simply someone who appreciates inspiring true stories, Undaunted delivers an unforgettable reading experience. A truly exceptional work that deserves a place on every bookshelf.
Undaunted is one of those rare books that stays with you long after you've turned the final page. While many books have explored the events of September 11, Ed Zier offers something truly unique a deeply personal and inspiring account of what happened after the tragedy. Rather than focusing solely on the devastation, he shines a light on the extraordinary courage, resilience, and determination of the people who refused to let that day define the rest of their lives.
What makes this book so powerful is its authenticity. Through firsthand accounts and heartfelt reflections, Zier honors both the colleagues who were lost and the survivors who found the strength to rebuild. The leadership lessons woven throughout the narrative never feel forced; instead, they emerge naturally from real experiences, making them far more impactful.
This is not just a book about business leadership. It is a book about humanity, perseverance, and hope. Whether you're a leader, entrepreneur, history enthusiast, or simply someone who appreciates inspiring true stories, Undaunted delivers an unforgettable reading experience. A truly exceptional work that deserves a place on every bookshelf.
June 6, 2026
A Powerful Tribute That Every Leader Should Read
Few books manage to be both emotionally powerful and professionally insightful, but Undaunted accomplishes this with remarkable success. Ed Zier has created a moving tribute to the lives affected by one of the most tragic days in American history while simultaneously delivering one of the most compelling leadership books I have read in years.
The stories of survival are gripping, but it is the stories of rebuilding that truly set this book apart. Readers witness how a company devastated by tragedy found the courage to move forward, support one another, and create a future despite overwhelming grief. The lessons on leadership, teamwork, resilience, and organizational culture are invaluable and presented through real-world experiences rather than abstract theories.
What makes this book exceptional is the heart behind every page. The respect shown toward the victims, survivors, and their families is evident throughout. This is a story told with integrity, compassion, and purpose.
Undaunted serves as both a historical account and an inspirational guide for anyone facing adversity. It is a powerful reminder that even in our darkest moments, courage and leadership can illuminate the path forward.
Few books manage to be both emotionally powerful and professionally insightful, but Undaunted accomplishes this with remarkable success. Ed Zier has created a moving tribute to the lives affected by one of the most tragic days in American history while simultaneously delivering one of the most compelling leadership books I have read in years.
The stories of survival are gripping, but it is the stories of rebuilding that truly set this book apart. Readers witness how a company devastated by tragedy found the courage to move forward, support one another, and create a future despite overwhelming grief. The lessons on leadership, teamwork, resilience, and organizational culture are invaluable and presented through real-world experiences rather than abstract theories.
What makes this book exceptional is the heart behind every page. The respect shown toward the victims, survivors, and their families is evident throughout. This is a story told with integrity, compassion, and purpose.
Undaunted serves as both a historical account and an inspirational guide for anyone facing adversity. It is a powerful reminder that even in our darkest moments, courage and leadership can illuminate the path forward.
June 4, 2026
A truly inspiring story of resilience and leadership. Undaunted goes beyond the tragedy of 9/11 and shows how ordinary people found extraordinary strength to rebuild their lives and their company. Powerful, moving, and unforgettable.
June 4, 2026
Thought-provoking, inspiring, and beautifully written. This book honors those affected by 9/11 while delivering valuable lessons about courage, hope, and determination. Highly recommended.
Displaying 1 - 12 of 12 reviews