Byron Sharp is a renowned Professor of Marketing Science and Director of the Ehrenberg-Bass Institute at the University of South Australia. He is best known for his groundbreaking book "How Brands Grow: What Marketers Don't Know," which has been hailed as one of the most influential marketing books of the past decade. Sharp's research focuses on evidence-based marketing, challenging conventional wisdom in the field. He has authored over 100 academic papers and several books, including "How Brands Grow Part 2" and "Marketing: Theory, Evidence, Practice." Sharp's work has been featured in prestigious publications such as The Economist and Financial Times. Born in Auckland, New Zealand, he obtained his PhD from the University of Adelaide and has been at the forefront of marketing research for over three decades. Sharp frequently travels to Europe and the USA, sharing his insights with global corporations and marketing professionals. He currently resides in Adelaide, South Australia.