Gerald Zaltman

Gerald Zaltman is the Joseph C. Wilson Professor Emeritus at Harvard Business School and the author and editor of 20 books. His newest book is ''Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making'', (Stanford University Press, 2026). Other books include the international best selling ''How Customers Think'' (Harvard Business Press), and Marketing Metaphoria (Harvard Business Press, 2008). In 1997 he founded the market research consulting firm Olson Zaltman Associates in partnership with Jerry C. Olson, Professor of Marketing Emeritus, Smeal College of Business at Penn State. Zaltman patented the Zaltman Metaphor Elicitation Technique, a method used to delve into the unconscious thinking that drives behavior.

Zaltman's academic specialization is in innovation, social change, and the representation of thought, which is expressed in a variety of publications throughout his career. Provided by Wikipedia