The book features more than 100 of the most successful individuals in the creative industry, including Sir John Hegarty, David Droga, Amir Kassaei, David Lubars and Tham Khai Meng. He is currently working on Vol. 2 of the 101GreatMinds series, interviewing the great marketing minds behind Fortune100 brands, exploring questions such as: How important is music in building a brand? What informs their creative decisions? When it comes to costs, how do they measure ROI? How do they think music impacts perception and drives behavior?