I am the cofounder of Metaforce (Metaforce.com) and an expert in all disciplines of brand. My latest book, Seeing the How: Transforming What People Do, Not Buy, To Gain Market Advantage, focuses on the consumer experience as a competitive advantage and how this change in perspective has allowed companies to achieve dramatic growth and categorical leadership.My previous books, BrandSimple, BrandDigital, The Edge: 50 Tips from Brands That Lead and, most recently, Shift Ahead, are used as textbooks in higher education business programs across the country.I am also an Adjunct Associate Professor of NYU Stern School of Business. Most recently I was Chairman, North America of Landor Associates, a global brand consulting firm that works with iconic brands, including Accenture, BP, Johnson & Johnson, FedEx, Marriott, P&G and Kraft .