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Jules Goddard


In the 60s, after Wharton, Jules Goddard worked in advertising for David Ogilvy in New York, as a copywriter and an account director.

In the 70s, he was the first doctoral student at London Business School (his thesis was on the mathematical modelling of brand choice behaviour) and then emigrated to France to set up a construction company in the Dordogne restoring houses and chateaux, and employing 55 craftsmen.

In the 80s, he taught MBA and PhD students at London Business School, edited the London Business School Quarterly, worked part-time for J Walter Thompson as a member of their R&D group, edited The International Journal of Advertising, and set up The Planners Collaborative, a strategic consultancy.

In the 90s, Jules specialised in designing, directing and teaching senior-level, enterprise-wide transformational programmes for many companies, including one third of the FTSE 100; his special areas of interest are business creativity, strategic innovation, and leadership skills.

Over the last few years, he has worked with Professors Gary Hamel and Julian Birkinshaw to establish and promote The Management Lab (MLab) at London Business School, dedicated to partnering with chosen clients in the experimental pursuit of radically different ways of managing talent and organising work. 

Author of Uncommon Sense and Common Nonsense (Profile Books, in press); recent publications include articles on futuristic models of management (Sloan Management Review), experimental marketing (Market Leader), the economic crisis (Business Strategy Review), mismanagement and core incompetence (Labnotes), cost strategy (Business Strategy Review), a new definition of accountability (Interconnections), as well as a monograph on employee engagement, social media and management innovation (CSC Leading Edge).

Contributor to The Encyclopaedic Dictionary of Psychology (Blackwell), The Complete Guide to Modern Management (Mercury), and Business: The Ultimate Resource (Bloomsbury).


See a full list of articles by Jules Goddard.