Rand Fishkin goes by the ludicrous title, Wizard of Moz. He's founder and former CEO of SEO software startup Moz, host of Whiteboard Friday, co-author of a pair of books on SEO, co-founder of Inbound.org, and serves on the board of the presentation software firm Haiku Deck. Rand's currently writing a book for Penguin/Random House on the ups and downs of startup culture, Lost and Founder, due out in 2018.