Authors « Predictable Magic

Deepa Prahalad

Deepa Prahalad is a business strategist with experience in a wide range of industries. She holds a B.A. in Political Science and Economics from the University of Michigan and an MBA from the Tuck School of Business at Dartmouth. Passionate about emerging markets and innovation, she began her career researching how to increase efficiency in UN procurement and later moved to Singapore to become a commodities trader with Cargill. She has also worked as a management consultant specializing in the opportunities at the intersection of consumer experiences, technology and strategy.

Ravi Sawhney

Ravi Sawhney is founder and CEO of RKS, a global leader in strategy, innovation, and design. Sawhney’s contributions to the industrial design profession are legendary. At Xerox, he was sole Industrial Designer working with a team of 20 cognitive and social scientists to develop the world’s first touch-screen interface. Sawhney has been recognized with nearly every major industrial design award and has helped RKS’s elite clients generate over 150 patents. He invented the popular Psycho-Aesthetics® design strategy presented in this book, an approach that has been profiled as a Harvard Business School case study.