A voyage of passion, creativity and discovery has led Ritchie to this important principle: greatness is achieved through critical thinking, responsibility and, fearlessness. Fearlessness is what's needed to be great. Fearlessness is also what’s needed to do great marketing. fearless Marketing is a spirit, a gusto, courage. Prior to starting fearless Marketing LLC®, Ritchie was a Sr. VP at Fender Musical Instruments and the Vice President of Marketing at Barrett-Jackson classic car events where his “make it happen” business approach netted a significant and measurable growth in awareness, gate attendance and TV viewer demographics – picking up double-digit growth in the 35 and younger demographic – a major step forward for a business justly concerned with a “graying” audience. In the music world Ritchie has an extensive resume. He is the former senior vice president of marketing and market development at Fender Musical Instruments Corporation where he led the charge to make Fender a household name, changing the positioning from a “hardware” maker for guitarists to “The Spirit Of Rock-N-Roll.” Ritchie also spearheaded a brand-licensing program that brought in millions of dollars of incremental income. Previous to his tenure in the corporate side of the music industry, Ritchie was a full-time musician and author of the “best selling” books, “Amps! The Other Half of Rock 'N' Roll” and “The Complete Guide to Guitar and Amp Maintenance: A Practical Manual for Every Guitar Player” both of which are considered expert reference works. He has also written for Guitar Player and Guitar World magazines, in which his "In Gear" column was featured for a number of years. He also plays a prominent role in the Smithsonian Institute video “History of the Electric Guitar - A Sound Revolution."