Abhishek Borah is an Associate Professor of Marketing (with tenure) at INSEAD with expertise in generating managerial insights from textual data, storytelling, and social media. He was a faculty member at the University of Washington in Seattle and worked in McKinsey and Company. He was also a visiting assistant professor at the Wharton School of Business at the University of Pennsylvania. He holds a PhD in Marketing from the Marshall School of Business at the University of Southern California. His research has appeared in journals such as Harvard Business Review and been referenced in outlets such as Nature, Wall Street Journal, Ad Age, Fast Company, Forbes. He has received Dean’s commendation in Excellence in Teaching award twice at INSEAD. His forthcoming book: Mine Your Language: How You Can Use Text Mining to Influence Customers, Engage Audiences, and Predict Business Success by Penguin Random House India is forthcoming in early 2024.