Louis Rosenfeld wears two hats: he works as an information therapist for large, messy organizations with findability problems, like PayPal, Lowes, and Ford; and he’s founder of Rosenfeld Media, the user experience publishing house. A librarian by training, Lou is co-author of Information Architecture for the World Wide Web (O’Reilly; 3rd edition 2006) and Search Analytics For Your Site (Rosenfeld Media; 2011), co-founder of the Information Architecture Institute, and a former columnist for Internet World, CIO, and Web Review magazines. He blogs occasionally and tweets (@louisrosenfeld) frequently. If you liked this article, you really should attend Lou’s workshop on adaptive information architecture.