Your book, A Family Business on the Moon, has an unusual title—where did the idea come from?
It came from (Canadian third-generation family business) Bata Shoes. They were training with me at INSEAD. We were working on their vision, and one of their sons, Charles, called out: “We’ve got shoe stores all over the world, let’s put one on the moon!” I thought, “What a great title!”
Who did you have in mind when you wrote it?