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"After working on five books as an editor or co-author, Lou Rosenfeld became disenchanted with the traditional book publishing model. So, in late 2005, he founded Rosenfeld Media, a new publishing house that develops short, practical, useful books on user experience design. Rosenfeld Media published their first book, Mental Models: Aligning Design Strategy with Human Behavior, in early 2008. I recently had the opportunity to interview Lou - along with Liz Danzico, Senior Development Editor at Rosenfeld Media - about starting a new publishing house and 'eating their own dog food'."