UNLOCKED: Keys to Improve Your Thinking

What’s the best way to change your life? Change how you think, says marketing guru Gerald Zaltman. While most of us are accustomed to self-improvement via physical exercise or dieting, we often overlook our most powerful tool for effecting change: our own thoughts. Through a variety of exercises called Think Keys, Zaltman guides the reader through the mind’s most important unconscious and conscious dynamics. Zaltman has used these techniques with executives from around the world and at the Harvard Business School to teach people how to think better. Now he brings his time-tested toolbox to all readers who have an interest in unlocking their own potential. With insightful observations, thought-provoking questions, and curiosity-stoking content, Unlocked is the go-to 2018 book that is certain to change your life.

About the Author:
Gerald Zaltman holds a PhD in sociology from the Johns Hopkins University and an MBA from the University of Chicago. He is the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School (HBS). He was codirector of The Mind of the Market Laboratory at HBS and a member of Harvard University’s Mind, Brain, Behavior Interfaculty Initiative. He is a cofounder of the research-based global consulting firm, Olson Zaltman Associates. He has authored 20 books, including the bestselling How Customers Think: Essential Insights into the Mind of the Market, which has been translated into 17 languages. Professor Zaltman’s work has been featured in the New York Times, Fortune, Forbes, U.S. News & World Report, Time, and other major publications. He has received numerous awards for his impact on marketing thought and practice. The American Marketing Association and The Sheth Foundation recently honored him as a Legend in Marketing for his lifetime contributions to the field.

Praise from Others:
Jerry Zaltman, master thinker, professor, and writer, once again delivers; here with an engaging, lucid, and scientifically grounded perspective on how we think, why we think the way we do, and how we can improve our thinking. A must-read for even the most thoughtful among us.
-Deborah MacInnis, Charles L. and Ramona I. Hilliard Professor of Business Administration, Marshall School of Business, University of Southern California

When my mother would scold me, saying ‘If you could take your brain out, would you play with it?’ I always thought, ‘Yes!’ Thanks to the Think Keys in this book, now we can all unlock our thoughts and play with them.
- Nancy Cox, market research manager, Hallmark Cards

A highly insightful and extremely engaging book on how we think. Unlocked provides enjoyable and thought-provoking exercises for us to understand who we are and why we think the way we do. Zaltman is not only a brilliant scientist but also a brilliant storyteller.
- Jagdish Sheth, Charles H. Kellstadt professor of Business, Emory University

This is truly an amazing book! A read-friendly, brain workout in curiosity. It helps you explore how you think, but also how your loved ones think. My five-year-old said it was ‘freakin’ fantastic.’ In a rushing world, this book is like a breath for the brain; and an eye opener to thinking processes we often.
- Jennifer Barba, CEO, Frame Consulting, Mexico

Unlocked offers a masterful and insightful perspective, guaranteed to change how you and future generations will think.
- Lewis Carbone, CEO and founder of Experience Engineering, and author of Clued In: How to Bring Customers Back Again and Again

Zaltman’s new book is both serious and fun. He has put together an excellent collection of Think Keys designed to help all of us think more clearly and carefully. I ended up spending the whole evening enjoying the exercises and wanting to tell my friends and family about the book.
- Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University