About the Author

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IDRIS MOOTEE is the CEO of Idea Couture, a globalinnovation rm with ofces in San Francisco, Shanghai, Toronto, London, Dubai, and Mexico City. He has worked with clients such asAmex, Burberry, BMW, Boeing, Cisco, De Beers, Kraft, Nike, Samsung, and Pepsi. A leading expert on applied design thinking, Idrisspeaks on strategic innovation, developing strategic foresight, andbusiness model design through the application of design thinking.He is also the author of 60-Minute Brand Strategist, alsopublished by Wiley.