Are Gjertin Urkegjerde Halland is the inventor of the Core Model. He has 25 years of experience with strategy, communication, and product development. He has worked both as a consultant and in house with business strategy, innovation processes, user research, UX design, content strategy, and information architecture. From 2006 to 2019 he worked for the Norwegian digital agency Netlife Design, implementing the Core Model as a cornerstone methodology. He now works as an independent coach, speaker, facilitator, and consultant, helping people take advantage of the simple power of the Core Model. He is also the author of the forthcoming book Core Content: A Common Sense Approach to Strategy and Design.