Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School, chairman of Which?, the UK’s leading consumer organization, and a visiting fellow at the Reuters Institute for the Study of Journalism, Oxford University. He joined the School in 1976, having spent his early career with IBM. He has published widely on management, marketing and media. His book Simply Better, coauthored with Seán Meehan (IMD, Lausanne), won the American Marketing Association’s 2005 Berry-AMA Prize and has been translated into seven languages. Their second book, Beyond the Familiar, was published in 2011. He also works as a consultant, applied researcher, and expert witness and has been involved in two successful start-up businesses, Research Now (online field research) and Verve (online brand communities).