Borrow other people's recipes

The transcript discusses the author's sixth book, focusing on emerging markets and global brands. The author shares their research methodology, which involved interviewing various professionals, a departure from their previous approach. Inspired by another author's work, they adopted this new method, leading to a richer book. Networking in Turkey played a crucial role in gathering insights. The author reflects on the process, emphasizing the value of trying different approaches and learning from others.

What role did interviews play in the author's research process for this book?

In what ways did the author believe that capturing people's stories contributed to the quality of the book?