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 LBS in 1976 after an early career at IBM and has published widely on management, marketing and media. His book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, co-authored with Seán Meehan (IMD, Lausanne), won the American Marketing Association’s 2005 Berry-AMA Book Prize. Their second book, Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation, was published in 2011. He is also a consultant and an experienced expert witness in international commercial, tax and competition cases and has been involved in two successful business start-ups: the online market research company Research Now (sold to e-Rewards in 2009) and the online brand community specialist Verve.