Mike Cassidy is a former columnist at The Mercury News of San Jose and the former storyteller at BloomReach, a Silicon Valley marketing automation company that works with retailers. While at the Mercury, Cassidy was a key narrator of the Silicon Valley story, writing columns that traced the wild swings in the valley’s fortunes. He transformed himself into a storyteller for a tech startup, where he became an expert voice on retail and e-commerce while serving as key author of the BloomReach Blog. He’s won numerous awards for his writing, including a share of the Pulitzer Prize for The Mercury News’ coverage of the Loma Prieta earthquake. You can reach him at firstname.lastname@example.org and you can follow him on Twitter at @mikecassidy.