Jeff Key

Jeff Key is the founder of Trade Show Savvy, a trade show software and services company that helps exhibitors turn one of the most expensive marketing channels in business into a growth engine. Before that, he built PioneerRx into one of the largest independent pharmacy software companies in the United States — almost entirely through word of mouth — and spent fifteen years studying which customer experiences make people tell the story and which ones produce silence. The Surprise Gap is the playbook that came out of it. He lives in Texas.