This is the 9th interview of this year and I think you are in for a treat. Today’s interview is with Professor Patrick Barwise of London Business School about his new book, Beyond the Familiar.
Now, this is quite a long interview….a shade over an hour. I did contemplate cutting it into sections but there is such a lot of great stuff in there that I couldn’t bring myself to do that.
So, forgive me for the length of the interview but trust me it is worth a listen.
For those of you that don’t have the time to listen to the interview and for those of you who do, here are some highlights from the interview:
About Patrick Barwise (taken from his Amazon bio)
Patrick Barwise is emeritus professor of management and marketing at London Business School and chairman of Which?, the UK’s leading consumer organization. He joined LBS in 1976 after an early career at IBM and has published widely on management, marketing and media.
His latest book Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation (www.beyond-the-familiar.com), co-authored with Seán Meehan (IMD, Lausanne), was published by Jossey-Bass in March 2011. Sir Martin Sorrell, CEO of WPP, has written that “Shareholders could sleep better at nights if every CEO had absorbed [Barwise and Meehan’s] fundamental lessons”.
Barwise and Meehan’s previous book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most (Harvard Business School Press), won the American Marketing Association’s 2005 Berry-AMA Book Prize and has been translated into seven other languages.
Patrick Barwise is also an experienced expert witness, having worked on international commercial, tax, and competition cases and has been involved in two successful business start-ups: the online field research company Research Now (sold to e-Rewards in 2009) and the online brand community specialist Verve.
See www.beyond-the-familiar.com for more information.
Let me know your thoughts about the conversation that Patrick and I had in the comments below.