Professor Nader Tavassoli is chair of the marketing faculty and non-executive chairman of The Brand Inside (www.thebrandinside.com). Nader was previously on the marketing faculty of the MIT Sloan School of Management, where he was also a chaired Associate Professor of Entrepreneurship and Director of the eBusiness track. He received his doctorate from Columbia Business School. Nader is the winner of London Business School's 2009 Excellence in Teaching Award and directs the executive programme Customer Focused Marketing (www.london.edu/execed/ckmp/). His clients have ranged from high-tech start-ups to over 30 of the Global Fortune 500 companies. Prior to his academic career he lived and worked in England, France, Germany, Spain and the U.S.