Dr. Gerald Zaltman
“Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making”Stanford University Press, 2026
This is not a formula book. It is not a step-by-step guide. Dare to Think Differently is about the mindset behind exceptional decisions — written for professional decision-makers who already know that certainty is the enemy of good judgment.
Dr. Zaltman prefers deep, idea-dense conversations with hosts who can hold complexity. He does not seek mass visibility. He values intellectual exchange that leaves a lasting impression on a few over superficial reach to many.
What if the biggest risk in business isn't thinking too boldly — but not boldly enough?
About Dr. Zaltman
Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration Emeritus at Harvard Business School, where he co-directed The Mind of the Market Laboratory and was an active member of the Mind, Brain and Behavior Initiative.
He is co-founder of Olson Zaltman Associates, a research-based consulting firm that has worked in over 40 countries developing deep insights about consumer behavior for some of the world's most respected firms.
He holds three patents for market research tools, including ZMET — described by several writers as the most significant innovation in market research in three decades. His work has been featured in The New York Times, Fortune, Forbes, Time, and Fast Company.
Best Conversation Angles
Three directions that produce the deepest, most engaging exchanges.
Thinking vs. Knowing
Why certainty kills judgment — and why open-mindedness is a discipline, not a personality trait. The distinction between the unconscious work of thinking and the conscious feeling of knowing.
Meaning-Making Is the Job
Leaders don't react to facts. They react to the meaning they've constructed. In ambiguous situations, that construction process is everything — and most of it happens below awareness.
The Hidden Metaphors in Strategy
The metaphors running inside an organization shape decisions more than data ever will. Understanding how these unconscious frames operate is central to better strategic thinking.
Psychological Richness
After the book went into production, Dr. Zaltman began to grasp a deeper connection. The six qualities of an open mind don't just improve decisions — they produce something called psychological richness.
Not happiness. Not meaning. A third dimension of a good life — experiences that feel deep, vivid, and expansive. Each quality of open-mindedness can lead to experiences that are profoundly satisfying in ways that go beyond problem-solving.
This is fresh territory. Only one or two researchers have explored it. It extends the power of the book's ideas into something hosts and audiences will not have encountered before.
Suggested Questions for Hosts
- 1
Your book isn't a step-by-step formula — it's about a mindset. How do you describe the difference to someone expecting actionable takeaways?
- 2
You distinguish between thinking and knowing. Why does that matter for leaders making high-stakes decisions?
- 3
You've said that meaning-making is the core job of the mind. What happens when leaders get that wrong?
- 4
ZMET has been called the most significant innovation in market research in decades. What does it reveal about how people actually make decisions?
- 5
After the book was finished, you arrived at the idea of "psychological richness." What is that, and how does it connect to open-mindedness?
Ideal Podcast Categories
Where Dr. Zaltman's ideas land with the most resonance.
Leadership & Decision-Making
Executives and senior leaders wrestling with complexity, ambiguity, and the limits of certainty.
Behavioral Science & Psychology
Hosts exploring how the mind actually works — beyond pop psychology and into real cognitive territory.
Strategy & Innovation
Shows that go deeper than disruption buzzwords — focused on how original thinking shapes organizational outcomes.
Ready-to-Use Host Introduction
Copy this directly into your show notes or read it on air.
“Today we're joined by Dr. Gerald Zaltman, the Joseph C. Wilson Professor of Business Administration Emeritus at Harvard Business School, co-founder of Olson Zaltman Associates, and the mind behind ZMET — one of the most significant innovations in market research in three decades. His newest book, Dare to Think Differently, explores how open-mindedness creates exceptional decision-making. Dr. Zaltman, welcome to the show.”
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Credentials
The Book
Dare to Think Differently
How Open-Mindedness Creates Exceptional Decision-Making. Stanford University Press, 2026. Being translated into several languages.
View on AmazonOlson Zaltman Associates
The research-based consulting firm co-founded by Dr. Zaltman, working with leading global organizations to uncover deep consumer insights.
Visit olsonzaltman.comLogistics & Booking
Recording
Remote — high-quality audio setup
Window
March – May 2026
Available Assets
Book cover, headshots, suggested questions, custom talking points
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