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.

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