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Undaunted: Leadership Amid Growth and Adversity
On September 11, 2001, sixteen employees of Baseline Financial Services remained on the seventy-seventh and seventy-eighth floors of Two World Trade Center not knowing that a second plane targeting the towers was about to crash directly into their offices. Twelve would survive. These twelve would band together with all of Baseline's employees to heroically rebuild the business in the ensuing weeks while simultaneously mourning the loss of four friends. Undaunted is a true story of bravery, despair, and fortitude. It intertwines an informative business narrative of how Baseline grew to be the envy of its industry and how its corporate culture influenced its employees' reaction to the events of the day and the weeks that followed. Undaunted is about leadership and facing adversity. While 9/11 itself stunningly did not derail Baseline, an interesting twist of fate soon beset the company. This is their story.
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.
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.
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 - 13 of 13 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
Reading Undaunted was an unforgettable experience. This book delivers far more than a historical account it offers a profound exploration of leadership, resilience, teamwork, and the ability of people to overcome overwhelming adversity. Ed Zier tells this story with sincerity, compassion, and remarkable attention to detail, creating a narrative that is both informative and emotionally impactful.
The strength of this book lies in its authenticity. The stories shared are real, personal, and deeply moving. Rather than focusing solely on the devastation of September 11, the author highlights the courage of the survivors and the determination of an organization that refused to let tragedy define its future. Their journey of rebuilding is inspiring in ways that are difficult to put into words.
I was particularly impressed by how the book balances emotional storytelling with practical leadership insights. The lessons presented are not abstract theories but real-world examples of leadership in action during one of the most challenging circumstances imaginable. Readers from any profession will find valuable takeaways about communication, resilience, trust, and the importance of supporting people during difficult times.
Every page reflects the author's deep respect for those who lived through these events and for those who lost their lives. That respect gives the book a level of sincerity that makes it even more powerful. By the end, I found myself reflecting not only on the events described but also on my own approach to challenges and adversity.
Undaunted is a remarkable achievement and an inspiring tribute to the enduring power of hope and perseverance. It deserves to be widely read and appreciated by anyone who values stories of courage, leadership, and the triumph of the human spirit.
The strength of this book lies in its authenticity. The stories shared are real, personal, and deeply moving. Rather than focusing solely on the devastation of September 11, the author highlights the courage of the survivors and the determination of an organization that refused to let tragedy define its future. Their journey of rebuilding is inspiring in ways that are difficult to put into words.
I was particularly impressed by how the book balances emotional storytelling with practical leadership insights. The lessons presented are not abstract theories but real-world examples of leadership in action during one of the most challenging circumstances imaginable. Readers from any profession will find valuable takeaways about communication, resilience, trust, and the importance of supporting people during difficult times.
Every page reflects the author's deep respect for those who lived through these events and for those who lost their lives. That respect gives the book a level of sincerity that makes it even more powerful. By the end, I found myself reflecting not only on the events described but also on my own approach to challenges and adversity.
Undaunted is a remarkable achievement and an inspiring tribute to the enduring power of hope and perseverance. It deserves to be widely read and appreciated by anyone who values stories of courage, leadership, and the triumph of the human spirit.
June 4, 2026
Undaunted is one of the most compelling and emotionally powerful books I have read in recent years. From the very beginning, Ed Zier captures the reader's attention with a deeply personal and authentic narrative that goes far beyond the events of September 11. Instead of focusing solely on the tragedy itself, he shines a light on the incredible resilience, leadership, and determination that emerged afterward.
The book provides a unique perspective rarely found in other accounts. Through firsthand stories and personal reflections, readers gain insight into the experiences of those whose lives were forever changed that day. The emotional weight of their stories is balanced beautifully with inspiring examples of courage and perseverance. There were moments that brought tears to my eyes and others that filled me with admiration for the strength of the human spirit.
What truly sets this book apart is its focus on rebuilding. Ed Zier demonstrates how people can come together, support one another, and find a path forward even after unimaginable loss. The leadership lessons woven throughout the story are invaluable and feel genuine rather than forced. Every chapter contains insights that can be applied not only in business but also in everyday life.
This book serves as a powerful reminder that adversity does not have to define our future. Instead, it can reveal our greatest strengths and inspire us to achieve more than we ever thought possible. Undaunted is thoughtful, inspiring, and deeply meaningful. It is a book I will remember for years to come and one that I would wholeheartedly recommend to anyone looking for a story of hope, resilience, and extraordinary leadership.
The book provides a unique perspective rarely found in other accounts. Through firsthand stories and personal reflections, readers gain insight into the experiences of those whose lives were forever changed that day. The emotional weight of their stories is balanced beautifully with inspiring examples of courage and perseverance. There were moments that brought tears to my eyes and others that filled me with admiration for the strength of the human spirit.
What truly sets this book apart is its focus on rebuilding. Ed Zier demonstrates how people can come together, support one another, and find a path forward even after unimaginable loss. The leadership lessons woven throughout the story are invaluable and feel genuine rather than forced. Every chapter contains insights that can be applied not only in business but also in everyday life.
This book serves as a powerful reminder that adversity does not have to define our future. Instead, it can reveal our greatest strengths and inspire us to achieve more than we ever thought possible. Undaunted is thoughtful, inspiring, and deeply meaningful. It is a book I will remember for years to come and one that I would wholeheartedly recommend to anyone looking for a story of hope, resilience, and extraordinary leadership.
June 4, 2026
Few books have affected me as deeply as Undaunted. This is a beautifully written and incredibly inspiring account of how individuals and organizations respond when faced with unimaginable loss. Ed Zier tells the story with honesty and grace, creating a reading experience that is both emotionally moving and intellectually rewarding.
What impressed me most was the focus on resilience. While the events of September 11 form the backdrop of the story, the true heart of the book lies in the journey that followed. It is a story of people choosing hope over despair, determination over fear, and action over defeat. The courage displayed by the survivors and their colleagues is nothing short of extraordinary.
The leadership lessons throughout the book are among the most valuable I have encountered. Ed Zier demonstrates that effective leadership is built on empathy, trust, integrity, and the ability to inspire others during difficult times. These lessons are presented naturally through real experiences, making them both relatable and impactful.
The emotional depth of the narrative is equally impressive. The personal stories shared throughout the book bring the events to life and create a powerful connection between the reader and the individuals involved. I found myself deeply invested in their experiences and inspired by their determination to move forward.
This book is a tribute to resilience, a celebration of courage, and a reminder that even after the darkest moments, people can rebuild, recover, and thrive. It is an exceptional read that I cannot recommend highly enough.
What impressed me most was the focus on resilience. While the events of September 11 form the backdrop of the story, the true heart of the book lies in the journey that followed. It is a story of people choosing hope over despair, determination over fear, and action over defeat. The courage displayed by the survivors and their colleagues is nothing short of extraordinary.
The leadership lessons throughout the book are among the most valuable I have encountered. Ed Zier demonstrates that effective leadership is built on empathy, trust, integrity, and the ability to inspire others during difficult times. These lessons are presented naturally through real experiences, making them both relatable and impactful.
The emotional depth of the narrative is equally impressive. The personal stories shared throughout the book bring the events to life and create a powerful connection between the reader and the individuals involved. I found myself deeply invested in their experiences and inspired by their determination to move forward.
This book is a tribute to resilience, a celebration of courage, and a reminder that even after the darkest moments, people can rebuild, recover, and thrive. It is an exceptional read that I cannot recommend highly enough.
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 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 - 13 of 13 reviews