Knowledge@Wharton: I guess I have to start with title because that’s what draws people in right off the bat.
Leonard Sherman: Well, it was never supposed to be the title. It was a working title and it comes from a metaphor I’ve used in my class over the years. When we got near publication my publisher said, “We love the title.” I said, “No, no, no, I’m going to give it some boring, serious, business kind of title.” And they said, “No, we think this is the one and you should do it.”
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