Chipping Away at Bias - Article

Chipping Away at Bias
Commentary
By Sara Pentz

As John Adams said, more than two centuries ago:
"Facts are stubborn things, and whatever may be our wishes,
our inclinations, or the dictates of our passions,
they cannot alter the state of facts and evidence."

Faint in the background I hear the chip-chip-chip of a tiny pickaxe as it begins to expose the bias in the media. It is a fragile sound, but nevertheless it is there in response to the increasingly open criticism of the media from all sides of the spectrum. Taken collectively there is evidence to indicate that the end result may open a crevice into which those who do not report with objectivity and integrity will fall—unless they find it absolutely necessary to listen to the whittlers in the forest.

There are reasons to hope for a more fair and responsible media. For one, the expansion of Internet sites devoted to demonstrating biases has taken the lead. Sites like Townhall.com and Spinsanity.org (“Countering Rhetoric with Reason”) cut to the chase analyzing biases. For another, some book publishers looking at the bottom line have finally discovered that books critical of media bias actually sell.

Former CBS correspondent Bernard Goldberg’s books “Bias” and his newest one “Arrogance” have exposed bias on a first person basis making Goldberg a highly reliable source. When Goldberg revealed that, “…his network—and all the others—were liberal,” it came as a shock to his colleagues. He wrote, “…the liberal press had been talking to themselves for so long, they all believed that every other sane person shared their views, and that Republicans, the NRA and pro-lifers were all wackos.” The response from Liberals was to flail him over a hot stake. His books have sold very well.

There are other small fissures exposing media bias which, when taken as an overview, seem to reflect the general appearance of an anti-bias uprising. At NBC, Today Anchor Katy Couric is said to be losing popularity with viewers and The Today Show is losing ratings. For example, sounding like a good Liberal, she claimed that the capture of Saddam Hussein was only symbolic. Not that Couric is the only one who colors her reports and interviews. Maybe that’s why the public is voting with a remote control.

Meanwhile, across the pond, the BBC is in trouble. Recently, an independent inquiry looked at the BBC’s report about supposedly “sexed up” information regarding weapons of mass destruction in order to sway the British public against the Iraq war. The inquiry found all allegations entirely unfounded, vindicating the government—but not before the tragic suicide of the reporter’s source. The report precipitated the resignation of the BBC chairman, the director-general and the reporter responsible for the debacle. Later it was reported that the British government was considering a plan to break up the BBC and remove its independent status.

Early this year ABC News made an amazing confession of sorts about its own bias. On its own website the Network published “A Note” written by the political unit:

* Like every other institution, the Washington and political press corps operate with a good number of biases and predilections.

* They include, but are not limited to, a near-universal shared sense that liberal political positions on social issues like gun control, homosexuality, abortion, and religion are the default, while more conservative positions are ‘conservative positions.’

* They include a belief that government is a mechanism to solve the nation's problems; that more taxes on corporations and the wealthy are good ways to cut the deficit and raise money for social spending and don't have a negative affect on economic growth; and that emotional examples of suffering (provided by unions or consumer groups) are good ways to illustrate economic statistic stories. ...

* It still has a hard time understanding how, despite the drumbeat of conservative grass-top complaints about overspending and deficits, President Bush's base remains extremely and loyally devoted to him – and it looks for every opportunity to find cracks in that base.

The fact that ABC posted this information on its own website for all to read deepens the chipping by a considerable margin. But then along comes The New York Times with a brilliant new idea. The solution to a Liberal bias, they determined in a formal announcement, was to examine “…conservative forces in religion, politics, law, business and the media...” by giving a new Conservative beat to a former media correspondent. Here now would be reports from one man about all the conservative views on Earth while the rest of the staff would continue to write from their own Liberal viewpoint. It was typical Times politics to pretend that this was the answer to bias, but—still—it was an admissions of sorts.

The top people at The Times, and others, surely have not changed their politics or philosophy—or even acknowledged their bias. But The Times, even in this convoluted manner—by implication—has admitted that it is publishing slanted material. That act alone might convince us that the faint chipping away we hear might one day lead to the non-objective stalwarts in the forest falling one-by-one upon their swords—ending the monopoly of media bias. Just maybe!

###

The Diminishing Art of Inquiry

By Sara Pentz

Watching television news programs over the years I have become saddened by how many interviewers use questions as a vehicle for their own political agenda. Today, the art of inquiry in the media has digressed into a platform for speechmaking. Often its purpose is to create doubt, even to dispute facts with which the interviewer disagrees. This behavior allows reporters, and especially TV hosts, to obfuscate the truth, slant it, proselytize, or even forge new versions of the facts to fit a certain agenda. This is a disease that is breaking the back of journalism.

Asking clear and direct questions, without sneaking in a personal viewpoint, is essential to the end result of obtaining clear and direct answers from the interviewees. The art of inquiry requires a solemn promise on the part of the questioner to maintain objectivity.

There are general rules that govern the journalist’s questioning process. They are referred to as the 5Ws: who, what, when, where and why. The most critical of these is “why.” By asking the why, the logic and reasoning of the interviewee can be observed. By repeating this singular question many times, one can observe the depth, breadth and basis of their thinking. This method of inquiry can reveal the interviewee’s character, his inability to articulate his ideas or his deliberate desire to distort. It will reveal hidden agendas, opportunism and deceit—or insight and enlightenment. Question asking is the critical mass of journalism.

The deterioration of question asking by the media has prompted some newspapers, magazines and online newsletters to list offenders. The Media Research Center, for one, recently selected some examples of network TV news question-abuse as documented over several days in late November 2003. Herein are three examples with comment:

#1- "Forty Americans have been killed in the last 10 days, over 400 killed since the war began - more than the number lost during the first three years of Vietnam. Would you concede that things are very dangerous and continue to be extremely messy and difficult in Iraq?" -- NBC's Katie Couric to Ambassador Paul Bremer on Today , November 17 Does Ms. Couric think wars are not messy? Her question is not meant to pursue the truth. In addition, her facts are wrong. Some tens of thousands were killed in Vietnam in that period of time.

#2- "The President said during his remarks to the troops: 'You're defeating terrorists in Iraq so we don't have to face them in our own country.' Now, there's no connection between Iraq and 9/11. Why does the President persist in tying those two together?" -- CBS's Harry Smith to National Security Advisor Condoleezza Rice on the November 28 Early Show. Mr. Smith posits there is no connection between Iraq and 9/11. It is an agenda-filled statement, since facts to that effect have not emerged one way or the other. The second part of his statement about the President ‘persist(ing)’ is a deliberate slur. The appropriate question to Ms. Rice might have been, “Do we know (or how do we know or when will we know) that by defeating terrorists in Iraq, we will not have terrorism in our country?”

#3- "There's obviously great symbolism to this trip, because it is important for a Commander-in-Chief to come and see his troops. But so is there symbolism in that things are so unstable that he had to sneak in, in darkness, that he never left the airport, that he could only stay two and a half hours. Isn't there symbolism in the fact that it points up that not much has changed in eight months?" -- ABC's Charles Gibson asking Condoleezza Rice about President Bush's Thanksgiving Day trip to Iraq, on the November 28 Good Morning America. Mr. Gibson has consciously described the trip in words that clearly belittle the President’s action and, by innuendo, undermine the trip and its intent. In fact, the President went to Iraq to see the troops and boost their morale. Because of the war the trip was clearly dangerous.

Each of these statements is based on the premise that the media’s role is to teach, not to inform. Members of the media, in general, believe that the public cannot be trusted to make appropriate judgments, since the average mentality, they say, is that of a 12-year-old. By exercising the 5Ws, the opinions of questioners can be held in check. Of course, this presupposes integrity and commitment on the part of the journalist.

I recently reread the Code of Ethics of the Society of Professional Journalists as a reminder of the purpose and responsibilities of this profession. The document warns: “Deliberate distortion is never permissible. Examine your own cultural values and avoid imposing them on others. Support the open exchange of views, even views you find repugnant. Distinguish between advocacy and news reporting. Analysis and commentary should be labeled and not misrepresent fact or context.”

No honest journalist can read that document and listen to TV hosts without a sense of shame at the diminishing art of inquiry.

(Journalist Sara Pentz has worked as a TV reporter/anchor and has written for local, regional and national magazines and newspapers.)

CAPITALIZING ON A CHARM

By Sara Pentz

The idea of mixing and matching fashions takes on new meaning when you’re a client of Southern California-based JudeFrances Jewelry. The concept of interchangeability for clothing has been an accepted mode with the fashion savvy for years. But Jude Steele and Frances Gadbois have taken the concept to a new level with their mix and match jewelry and charms. The concept has also caused a fashion rage with retail outlets like Neiman Marcus and Saks Fifth Avenue carrying the company’s upscale niche jewelry.

For example, one piece of jewelry can be worn as a necklace and on another occasion as a bracelet. Another piece can hang on a leather or gold chain. Many of the JudeFrances earrings are based on the interchangeability of the charms they bear. This is how it works. Take one plain diamond hoop earring, slide on some turquoise and pearls and—voila—you have created earrings that will match your outfit for the day. Or take one hoop, add a chandelier or a long straight dangle drop and now you’re ready for a night out in your most delicious evening clothes.

“After a year we realized that charms are big business,” explains Frances. Women love the idea of creating an earring to match or complement an outfit. Instead of having that one expensive piece of jewelry to wear on a special occasion, they can buy an assortment of charms in all kinds of semiprecious stone configurations and proceed to create an entirely unique look. Initially, Frances was the interior designer and Jude the fashion photographer dabbling in jewelry design. Today, they are more productive as a team because their tastes are complementary. Fusing their creativity was the magic bullet.

Through a series of sound business decisions, fashion wisdom, hard work, long hours, managing children and coping with their creative identities, the two have turned that $9,000 initial investment into a seven-figure operation—and counting.

Their jewelry line consists of time-honored crowns and crosses laden with colorful stones. Jude tends to be the trendsetter specializing in edgy funk. Frances is the conservatively-elegant type. In the early days, for example, Frances doodled a flower with heart-shaped petals that was fashioned into a charm and it became one of their most popular pieces. But there are no cliché-ridden designs in this collection, even though they create crosses, crowns and fleur-de-lis—each a symbol of royalty—in every conceivable pattern. “We finally buckled and did a whole new line of hearts,” Jude admits. The new line is set to debut around Mother’s Day.

While their jewelry line is on the fast track of popular appeal, it is also in the black. “Our charms are such a big hit and by developing the charm line we have naturally created our own repeat customer,” explains Jude alluding to the dream of every retailer. “Also, women love to collect—who doesn’t—and that is an additional element of our success. You can choose charms from a price range of $300 to $3,000.” A word for the wise: give your husbands a list of charms, and shopping for the wife is as easy as a mouse click at www.judefrances.com.

The company is garnering praise from the abundant media coverage it has received as the new kid on the block. It’s a problem most retailers would love to enjoy. Recently, the two women were showing their wares at a truck show in Beverly Hills. They almost fell over themselves when they saw high profile celebrity Oprah Winfrey coming towards them. Afraid to ask, but anxious to please, they politely showed Oprah their line and she bought the Guinevere Cross on a hand pulled chain and the fleur-de-lis charm for the diamond hoop earrings. Later they sent Oprah a circle necklace featuring a dangling white topaz briolette that the famous talk show host often wears on her television show. The buzz generated was immense and phone calls from Oprah viewers came flooding in. “We used to call this the open circle. Now we call it the O Necklace,” explains Frances.

Other celebrities sport the JudeFrances line. “Mindy Burbano, of KTLA Los Angeles fame, is wearing our jewelry on TV and has been so supportive,” adds Frances. Jude remembers it was only two years ago that they were struggling to get attention from boutiques and retail stores. Now buyers are scampering after the JudeFrances line based on the publicity they have received and the salability of the pieces. The limelight has brought other accolades including the award for Innovation presented at the 2004 JA New York Winter Show this year for the exhibitor with the most creative and original marketing plan. No coincidence that is was called the Big Apple Campaign.

Color it onyx, aquamarine, amethyst or apple green, the real color of the bottom line for JudeFrances Jewelry is abundant success. The two women are projecting that 2004 will see a two-fold increase in the financial numbers etched at the bottom of their already burgeoning P&L statement.

Sara Pentz is a professional journalist living in Corona del Mar. She has been a TV reporter/anchor and has written for local, regional and national magazines and newspapers. www.sarapentz.com

March 05, 2004

Stephen R. Sutherland: A Futurist

By Sara Pentz

Real estate visionary and Newport Beach resident Stephen R. Sutherland’s professional career has embraced the development of some of the most exclusive resorts, residences and private estates around the world. After decades of real estate development experience his thematic design firm has earned a reputation as an international leader in architecture, interior design, purchasing and construction management. This is a man whose singular vision has brought home and resort living to life on some of the most stunning land on Earth.

Sutherland’s expertise covers concept development and land acquisition. He has done site planning for an 18-hole golf course including 120 luxury residences surrounding that course. He has created a 200-room luxury resort with a view all the way across the Mediterranean Sea to the cliffs of North Africa. “I was also commissioned by one of the wealthiest families in Mexico to create a waterfront hacienda as a personal family residence for use only over the Christmas Holidays. The hacienda converts to an intimate 30-room resort the rest of the year,” he explains. This hacienda/resort has recently been shown on The Travel Channel as one of the 10 best resort hotels in Mexico.

In 1999 he sold his firm, Stephen R. Sutherland Company, to his employees. Soon after, European based Capital Suisse Bank recruited him to develop and head a new property investment division for the bank. During his tenure he negotiated the acquisition of and designed the new banking headquarters for Capital Suisse in the United States, Spain and the Private Banking Headquarters on the Rock of Gibraltar. At the same time he acquired and designed, for Capital Suisse, the Costa del Sol Resort and Country Club—nearing construction—located on the Mediterranean Sea in Casares, Spain.

Sutherland’s impressive list of clients includes Hyatt, Hilton, Marriott / Ritz Carlton, Four Seasons / Regent Hotels & Resorts, Camino Real / Western Hotels, to name a few. Over the years he opened architecture & design offices in Mexico City, Guadalajara and Marbella, Spain.

Sutherland has created luxury living for many from these international offices. He has planned and built many rooms-with-a-view in old world enclaves that face the sea and vacation towns across continents. With a host of world-class clients he has traveled to the most exotic locales to ensure his services remain first class. And during those travels he became enveloped by the elements of design that have been infused with a style and elegance confirmed by the judgment of time.

With all this affluence, travel and architectural artistry as his mecca, he admits, “I am happier now than I have ever been; now that I’m married and enjoying my two-year-old baby girl Sarah.” Life seems peaceful and yet still stimulating for this newly minted family man. Not content to languish in his past successes, today Sutherland’s finely honed skills in the ‘art of visionary design’ are focused on his hometown of Newport Beach where his plans for the future are certainly grand.

One project is the design and development of the luxurious 110-guest room MarinaPark Resort, being planned on the waterfront in Newport Beach. Another is the development of a new Real Estate Division named The Architectural Collection. “This company will obtain and highlight listings of estates and waterfront homes that have a basis of architectural beauty to be matched with potential buyers looking for the spectacular but not having the time to go through all of the standard steps when dealing with a real estate firm,” Sutherland explains. “With my global contacts we expect to find those special buyers who want a distinctive home in Newport Beach or other world-class locales. Two major real estate firms have contacted Sutherland wanting to be a part of this program.

The 43-year Newport Beach resident has been active in the community as a businessman and resident over the years—in between his travel and work. He is currently Vice-Chairman of the Economic Development Committee for the Newport Beach City Council. He is Honorary Co-Chairman of the Business Advisory Council for the National Republican Congressional Committee, and in 2001 he received the California Businessman of the Year Award.

What Stephen R. Sutherland envisions for Newport Beach is a combination of his immense knowledge and history for creating ‘castles’ to enhance the scenery and focus the eye on beauty. Such is the case embedded in his personal and business motto: “Success is a Seven Letter Word that Spells Quality.” Through with constant traveling now, he has come home to Newport Beach to recreate his world vision on this lovely land by the sea.

SERENITY AT HOME
For Two High-Powered Entrepreneurs
By Sara Pentz

Tucked away in the semi-rural environment of Cowan HeightsTustin, California, is the house that Len bought. He fell in love with it some 12 years ago, is proud to express his passion for it and swears he will never sell it.

As the story goes, one day Leonard (Len) Zuckerman called his prominent businesswoman wife, Madeline, at her Newport Beach-based office, M. Zuckerman Public Relations & Marketing, Inc. She was in an important meeting and could not take the call—that is, until Len absolutely insisted. Much to Madeline’s shock, Len announced in that phone call that he had just bought a house. It wasn’t the kind of bad news she had feared, but it also wasn’t exactly the news she dying to hear. Safely ensconced in their home at the time, she immediately realized the enormous ramifications of selling a house, moving a family, uprooting two children and decorating a new home she had yet to see.

“Our house at the time was in a neighborhood where there was little privacy,” Madeline explains. “From the minute I saw the Cowan Heights house I, too, fell in love with it—because of the beautiful and spacious land it sits on, because it is a great house for entertaining, for family gatherings and friends, because of the serenity and quiet of the property, and because it was a one-level house with no second story. What also attracted us to the house was its openness to the property and the size of the kitchen. Len loves to cook.” Who could ask for anything more: a man who cooks, a beautiful new home and perfect serenity with glass walls all around?

The 4,000-square-foot house was built in the l970s in the ranch style. It was remodeled and updated one time before the Zuckerman’s bought it. Then Madeline brought in a professional interior designer to turn the rooms into contemporary inviting spaces with simple colors and design elements.

Later the Zuckermans added a 1,200-square-foot guesthouse that features an office on the top level. The second level was created as part cabana for easy access to the pool and part guest living area with a sink, stove, small refrigerator, fireplace and a separate bath. On the subterranean level of the guesthouse there is a workout room and a custom-designed wine cellar.

The main house has beautiful open spaces inside with a massive skylight in the kitchen. Most of the back of the house is a solid wall of glass looking out across the flowered landscape much like a virtual forest. Yet, still this house, open and inviting as it is, has a personal privacy that separates the Zuckerman’s far from the maddening crowd. “At night there is total peace and quiet,” adds Madeline. “Even the streets are quiet. It is like a real old fashioned neighborhood.”

It is a Home for Celebration
This year Madeline Zuckerman Public Relations & Marketing, Inc., is celebrating 25 years in business in Southern California. “It is difficult to believe that 25 years have passed since I established my firm here,” explains Madeline, who relocated to the West Coast from New York, where she was a Vice President and Partner with Letitia Baldrige, Jacqueline Kennedy’s former Press Secretary in The White House.

Her agency has enjoyed success and steady growth throughout its 25 years, having handled clients in such industries as commercial, industrial, and residential real estate, real estate development, building/construction, architecture and interior design, retail/shopping centers, food/restaurant, medical, fashion/cosmetics, travel/hotel/hospitality, non-profit, automotive, and financial/banking.

With a client list too long to mention here, M. Zuckerman Public Relations & Marketing, Inc. developed its own niche by partnering its clients with local non-profit groups. Madeline’s extensive contacts within the community have given her an in-depth knowledge of the workings of the county and a familiarity with its nonprofit sector, allowing her to match groups with clients. “I believe giving back to the community is a responsibility of every business owner,” she says.

As a result of her community activities, Madeline and her husband, who have been married 34 years, have opened their home for small dinner parties and entertained for intimate charitable events. They have wined and dined the likes of the Pacific Symphony Orchestra’s Music Director Carl St.Clair and his wife Susan, and for KOCE-TV’s President and General Manager Mel Rogers. Over the years prominent arts and business leaders have been invited to enjoy the fine food and hospitality that make the Zuckerman’s home a part of the landscape of Orange County.

Ingrid's Garden - Article

INGRID’S GARDEN: A Natural Beauty
By Sara Pentz

Creating a garden is like painting a canvas with broad three-dimensional brush strokes. Each garden has its own vitality, nature and style, thoroughly beholden to the purpose of the painter.

We found this sweet explosion of Earth tucked away near the coastline in Laguna Beach. It is a joyously dense and rambling landscape. Yet, it is pruned and orderly in its own fashion. It displays a subtle blend of secret pathways and formal outdoor garden rooms. One longs to thrust full face into the roses just to see if there’s some precious animal succumbing to the fragrances beneath while bees and butterflies flutter and romp overhead. In fact, two doves built a tangled nest to share their own safe haven in this garden.

Interior Designer Ingrid Kristensen created this breathtaking abundance out of a crumbling ruin and her fertile imagination. In the mid-nineties she inherited this half-century-old Oceanside cottage, a shell of its former self. Bare and broken its fate seemed deathly certain. In her mind’s eye, however, she envisioned a worldly life for its future.

Ingrid herself built this old forsaken house from ground up into a Southern California home to rival coastline mansions. Its interior is a blend of European 17^th, 18^th and 19^th century furnishings, each piece a memento from another life. The gently worn upholstery fabrics and antique designs inside repeat the quiet colors and delicate shapes of the garden out of doors. And in some extraordinary way, the inside complements the outside of this carefully crafted house as one room flows into another and then ventures outside to repeat that pattern.

She tore out walls to widen interiors and opened windows to the sunlight. She shattered old concrete paving to let the ground breathe. Against a backdrop of deep sepia rust and golden hues she planted ivy as a warm blanket over outside walls and around doorframes. Snow-white roses, amethyst, azure, crimson blossoms, and emerald, jade and lime-tinted greenery proliferate and waft in rhythm with the seaside breezes.

She worked it all by hand according to her vision. She tenderly planted a profusion of vegetation and let the passion of each plant grow up according to its own plan. Like a Plein Air painting, this home and garden capture shimmering light and soft shadows on a gentle palate that reflects the character of the artist.

This is what makes Ingrid’s garden so engaging.

Eliminating Sofware Downtime - Press Release

In The Business of Eliminating Software Downtime…….
WINMOORE, INC. PARTNERS WITH TWO NEW SOFTWARE COMPANIES
TO ENHANCE APPLICATION MANAGEMENT AND CRM SOLUTIONS

An estimated 40% of unplanned downtime is due to application failure – according to Gartner Research.

(Huntington Beach, CA -- June 2003) Winmoore, Inc. has added two new partnership tools to its quality assurance resources in order to enhance customized software and prevent application failure for its client base. With these tools Winmoore will be able to configure and personalize a company’s standards, systems and methodologies - and thus maximize functionality, efficiency and profits.

Winmoore has added to its partnering program a highly sophisticated application manager and the most efficient technological monitor for quality assurance on the market. This new technology, the brainchild of PATH Communication, is called P.A.M. - Path Application Manager. P.A.M. has a learning capability that provides automatic problem detection and notification without manual configuration. If events fall outside the norm, configurable alerts and recovery procedures are initiated - at the same time that detailed logs of degrading processes are being captured for investigation and analysis.

Equally important, Winmoore has now partnered with Soffront Software Inc., a pioneer in the CRM market whose core product is software defect tracking. This enterprise-wide CRM tool allows Winmoore to implement solutions for marketing, sales-force automation, customer support, defect tracking, asset management, RMA tracking and portal applications, among others. In addition Winmoore’s use of this tool will assist clients by accelerating their productivity, reducing implementation and maintenance costs, hastening user adoption, minimizing risk of failure and increasing customer loyalty.

Exlains Winmoore’s President/CEO Bruce Winsatt: “Our clients expect to reduce downtime, lower costs, increase efficiencies, and improved customer satisfaction. By incorporating P.A.M. and Soffront Software into our system of quality assurance tools we continue to be a dynamic force in our field.” Under Winsatt’s unusual expertise and guidance, Winmoore clients can only become more productive and prepared for the anticipated growth of business across the Internet.

These two cutting edges software programs, Soffront Software CRM technology and P.A.M.’s behavior management (ABM) technology, will dramatically reduce the ever-increasing number of software errors that are costing the national economy nearly $60 billion annually. An estimated 40% of unplanned downtime is due to application failure – according to Gartner Research.

Both of these programs will give Winmoore a competitive edge in quality assurance management. P.A.M.’s application behavior management platform and Soffront’s broad and fully integrated suite of CRM applications significantly lower the total cost of customizing software applications. As a result, each technology cuts application failure severity and frequency, and benefits companies that extend their enterprise-leveraging Web services.

“With the anticipated continued growth of the Internet, every company expecting to increase Web business should have access to these programs,” adds Winsatt. “The business that does not integrate our services, including these two tools, into its programming from the ground up, is not properly assessing its future. Off the shelf programs cannot compare to the customizing services Winmoore provides - because their application failure rate is almost as high as the industry standard.”

About Winmoore, Inc.

Winmoore was founded on the principles of helping companies develop, integrate and support quality in their products. Winmoore is in the business of taking the downtime out of business and putting the product control in the hands of its clients.

For almost two decades, Winmoore, Inc. has been providing quality assurance and process solutions that strengthen the capability, reliability and predictability of software products. The company has consulted with startup companies as well as leading companies in the areas of medicine, pharmacy, public safety, aircraft, telecommunications and online catalogue order and distribution.

Specifically, the company provides services for software-controlled products particularly those regulated by the FDA.

Winmoore has a 100% success rate problem-solving innovative devices on the way to market. One hundred percent of the companies implementing Winmoore’s methodologies continue using them today. Winmoore also has a100% completion rate and a zero rate of recall.

Our clients include Beckman Coulter, Organon Teknika, Cardiac Science, ScriptPro LLC, TRW, Inc., and the Los Angeles Police Department.

About Bruce Winsatt

Bruce Winsatt, President/CEO of Winmoore, Inc., has had an enterprising 17-year career developing high-tech solutions in the biomedical, aerospace and business arenas. He has comprehensive software quality assurance experience and is proficient at incorporating methodologies to increase product reliability and predictability.

As an architect of the art and science of quality assurance and product development, Bruce brings his expertise, diversity in products and industry, and problem solving techniques to the work done by Winmoore, Inc.

Bruce has first hand working knowledge of FDA regulations. He has assisted in the development of the AAMI training seminar for Software Validation – Requirements and Industry Practice, and is an instructor at the university level for a course in Software Development for Medical Devices.

For further information, please contact Bruce Winsatt, 714.596.0995. bruce@winmoore.com www.winmooreqa.com Winmoore, Inc., 419 Main Street, Suite 216, Huntington Beach, CA 92648.

###