Freek Vermeulen is a Professor of Strategy and Entrepreneurship at the London Business School. He writes and speaks on strategic transformation, entrepreneurial mindset, innovation, and strategies for growth. His academic research focuses on the roles of norms and cognition in strategic management. Freek’s research has appeared in various academic journals, such as Administrative Science Quarterly, Organization Science, and the Strategic Management Journal, but also in managerial publications, such as the Harvard Business Review, Sloan Management Review, the Financial Times, and the Wall Street Journal. His managerial books have been translated into various languages, including Chinese, Dutch, Indonesian, Korean, and Russian. His book Business Exposed, in particular, was a best-seller in Japan. He is a keynote speaker at industry and company conferences and the winner of several teaching awards, including the first-ever winner of London Business School’s Excellence in Teaching Award. The Harvard Business Review Press described him as “a strategist with a keen eye for the absurd.”