Barry Nalebuff is the Milton Steinbach Professor at Yale School of Management here he teaches innovation, strategy, and negotiation. An expert on game theory, he has written extensively on its application to business strategy. His books include Co-opetition, Why Not?, The Art of Strategy, and Mission in a Bottle. In addition to his academic work, he has extensive experience consulting with multinational firms, from American Express to Google and Rio Tinto. He advised the NBA in their recent negotiations with the National Basketball Players Association and serves on the board of Nationwide Insurance. In 1998, Barry together with his former student Seth Goldman cofounded Honest Tea, a company that sells ready-to-drink iced tea that truly tastes like tea. It was one of Inc. Magazine’s fastest growing companies and has grown (organically) from $0 to over $100 million in sales. In 2011, Coca-Cola purchased the company.