Tulsi Jayakumar is Professor of Finance & Economics and Executive Director, Centre for Family Business & Entrepreneurship at Bhavan’s S.P. Jain Institute of Management & Research (SPJIMR), Mumbai. Her research interests span various areas with special focus on behavioural economics and family business. She works extensively with family businesses and is a member of several industrial bodies. She is a thought leader and writes extensively in the media. She believes that most decisions are driven by either the sub-conscious or the unconscious, and a knowledge of the same can make all the difference in the boardroom, and indeed guide any management decision. This is her third book.