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Matthew Syed is a British business legend and a graduate of Balliol College, Oxford. As a corporate training specialist, he works closely with many Fortune 500 companies, including Royal Dutch Shell, Tesco, and Amazon. He wears two additional hats: athlete and bestselling author. He has won several national table tennis competitions and represented Britain at the Olympics twice. As a business bestseller, his magnum opus, Black Box Thinking, topped The Sunday Times’ 2016 business book list and was distributed worldwide.
Claude C. Hopkins is an American advertising legend in copy-writing and a founder of modern-day advertising. He pioneered advertising techniques such as offering free sample products and using coupons to distribute samples. His ads put an emphasis on practicality, and differentiates between advertising and literature. Hopkins turned advertising into a science based skill, getting rid of outdated and ineffective practices.
