Patrick is emeritus professor of management and marketing at London Business School.  He joined LBS in 1976 after an early career at IBM and has published widely on management, marketing, and media, for instance, with the famous Andrew Ehrenberg in 1988. His latest book, The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta, was published in October 2016. He is also the former chairman of Which?, an experienced expert witness in international commercial, tax, and competition cases, and has been involved as an advisor and early investor in several start-ups, including Research Now, Verve and Attest. Today’s topic is based on Patricks' book Simply Better that was a global bestseller, the first non-US book to win the American Marketing Association’s annual book prize, and that has been translated into seven other languages.