• Before running the NASCAR initiative Drive for Diversity program, Max Siegel was president of global operations at Earnhardt-Ganassi Racing and was the head of Zomba Gospel/Verity Records a division of Sony/BMG. While heading Zomba, he was called “the most important exec in Gospel music” by Newsweek.

• Siegel's lectures draw thousands of people every month. He is the founder and host of About My Father’s Business, an annual conference for aspiring and established individuals in the field of Gospel. Siegel has appeared on Oprah, the Tavis Smiley show, and Good Morning America; has been featured in the New York Times, the Wall Street Journal, Crain’s New York Business, Black Enterprise, and Billboard; and on ESPN, CNBC, and National Public Radio.

• Changing Lanes, a docu-reality series created by Siegel, is scheduled to launch in 2010 on BET. The show will spotlight drivers in NASCAR’s “Drive for Diversity” program—an action-packed series that focuses on the excitement of NASCAR, and more uniquely, on the success of females and people of color in the sport.

A self-made man, Max Siegel, CEO of a major marketing branding firm and business consultant to some of the country's biggest corporations, manages artists and sports teams, singers and Nascar drivers. He’s convinced recording artists to experiment with new kinds of music and talked athletes into working for the good of the team over their own individual glory. Few situations daunt him, and in his view, there’s hardly a dilemma that can’t be solved. The child of an African-American mother and a white, Jewish father, he grew up poor in a climate of divorce and violence. Yet, throughout his life, he has discovered ways to turn disadvantage to advantage. How?

The secret, Siegel says, is in knowing what makes others tick. For some it’s money, for others more time, a bigger office, more respect, better support. In just nine simple steps he shows how to assess what motivates others, find the right people to help achieve their goals, and establish a mutual realization of these goals as the core component of relationships. Following the universal rules outlined in Know What Makes Them Tick, readers can get what they need in every area of life, from work and love to spirituality and family.