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thinkers50 ranked thinker

Jennifer Aaker

A highly creative and innovative business professor, teaching courses ranging from happiness, humour, purpose, and empathy to augmented reality and artificial intelligence.

01. ranked thinker

Ranked #44 in 2017.

Previous positions: #36 (2015).


Successfully employed her “dragonfly effect” model to boost the bone marrow donor registry by 100,000.


Counts winning a dance-off in the early 1980s among her most impressive feats.


Following her acclaimed research on the dimensions of brand personality, Aaker has edged her focus on to the differences between happiness and meaning, the power of story in decision making, and how to build global brands across cultures. Her research focuses on the psychology of time, money and happiness — specifically how people choose to spend their time and money, and how those choices drive lasting happiness.




Award-winning behavioural psychologist, Aaker is the General Atlantic professor of marketing at Stanford Graduate School of Business. She is widely published in a variety of media including The Economist, New York Times and Wall Street Journal and has served on various editorial boards. In 2019 she received the Poets & Quants Best MBA Professor award.


The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Social Change (with Andy Smith, Jossey-Bass, 2010).


Jennifer Aaker



Media Picks


“A valuable thinker with innovative insights on how to make a positive impact on human wellbeing.”

Stuart Crainer & Des Dearlove, Thinkers50

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