Peter Fisk is a Professor at IE Business School, specializing in strategy, innovation and marketing. He is a global thought leader in these fields, featuring in the prestigious “Thinkers 50 Guru Radar”, as one of the best new business thinkers. He is the founder of Genius Works, a specialist consulting firm based in London with clients such as Coca-Cola, Microsoft and Shell. He is also a bestselling author and keynote speaker.