He's been doing e-learning for what seems to be forever, said Internet Time Group CEO Jay Cross, when asked how he got into the e-learning industry. The e-learning icon can pinpoint the beginning of his career to the day in 1976 when a former colleague asked for his help with a client in need of an assessment of the market for a new service. The offering was to be an accredited university business degree program designed for adults. The program was a runaway success. He joined a new venture developing training for commercial bank loan officers. Cross became an e-learning evangelist, writing white papers and making presentations about e-learning. Cross has become the authority on informal learning.