Lubna Khan is a cognitive-behavioral psychologist who uses psychological and cultural insight to help understand consumer behavior, design products, and services, create inspiring communication, and motivate behavior change. She is the founder of Stratagyl, a brand strategy consultancy. In her 20 years of experience in strategy and innovation, Khan has worked across a diverse set of categories, partnering with organizations like Amazon, ITC, Wipro, P&G, Maybank, Nestle, Suntory, GlaxoSmithKline, Samsung, Kao, Microsoft, Nokia, LG and Airtel to create communication with demonstrable impact on brands, businesses, culture, and people. She has previously worked with many top-tier agencies including W+K, Leo Burnett Orchard, Grey, JWT, and Y & R, in India and Malaysia. She is the co-author of a book on strategic communication for HIV/AIDS that still serves after many years as the core reference for the Government of India. She has been recognized by WPP’s Atticus Awards for her work in the area of innovation strategy, and has won many effectiveness awards, including the APAC Effie, The Warc Prize for Asian Strategy, The International AME and the Asian Marketing Effectiveness and Strategy Award. She has two postgraduate degrees in psychology, one from the University of Delhi, India, and the other from the University of Leeds, UK.