Global Perspective
Lessons from across borders and industries.
Innovation in Action
Real-world insights from real challenges.
Leadership That Lasts
Building people, purpose, and enduring impact.
An Entrepreneur's Journey Creating a Technology Ecosystem
In an industry where technologies evolved faster than organizations could adapt, one professional journey crossed Engineering, Global Business Development, Innovation, Education, and Leadership during the formative decades of modern Bio-Process Engineering.
This book captures the hard-won lessons of that journey — from the trenches of global business development to the boardrooms of innovation leadership — and distills them into a framework for building market-driving organizations.
Whether you're an entrepreneur, a corporate leader, or an engineer stepping into business, From Market Driven to Market Driving gives you the strategic lens to stop following the market and start shaping it.
The Market Driving Framework
Lower Innovation
Unfair Advantage.
The strategic map from market follower to market driver
Three Pillars of Market Driving
Each section of the book delivers hard-won lessons from decades of experience across continents and industries.
Innovation Leadership
in global markets
How to lead with innovation across borders — building technology ecosystems that create first-mover advantage and lasting competitive moats.
Building Technology-Driven
businesses across continents
Real-world lessons from scaling businesses across Engineering, Global Business Development, and Bio-Process Engineering during its formative decades.
Lessons in Strategy,
reinvention, and entrepreneurship
A practitioner's guide to strategic reinvention — how to pivot, adapt, and lead when industries evolve faster than organizations can follow.
Philip Cherian
Executive MBA, IMD Lausanne · Entrepreneur · Educator · Strategist
Philip Cherian is an entrepreneur, business leader, educator, and strategist with more than three decades of experience in the global bioprocess engineering and life sciences industries. He has built and led technology-driven businesses across India, Europe, and the United States.
His career spans leadership roles at Sartorius AG, B. Braun Biotech International (later Sartorius BBI Systems), Inventprise Inc., and pioneering ventures in vaccine manufacturing and life sciences innovation.
In From Market Driven to Market Driving, Philip blends memoir with business strategy and industry history — a candid account of building companies, navigating change, and shaping markets in a rapidly evolving global industry.
What Readers Are Saying
"A compelling blend of entrepreneurial insight and personal reflection, this memoir traces Philip Cherian's journey through the evolution of the global bioprocess engineering industry. Rich in lessons on innovation, leadership, resilience, and value creation, it is both a fascinating corporate history and an inspiring story of perseverance."
"As educators and professionals who hope to help our participants see the world differently, Philip Cherian's account of his time at IMD is heartwarming... but this doesn't happen without students who are curious, able to be vulnerable, and willing to put in the hard work, the grind. Cherian is all of that."
"I have been privileged to be part of Philip's journey for nearly a decade. In this memoir, he candidly shares his experiences, achievements, and setbacks, while paying tribute to the many people who shaped his path. It is a powerful reminder that a life's journey is ultimately the sum of countless human interactions."
"That confidence, courage, and unwavering belief in his vision defined Philip. He went on to build successful businesses and inspired many of us to think bigger, dream boldly, and execute with conviction."
Common Questions
This book is written for entrepreneurs, business leaders and Students , engineers, and innovators who want to move beyond reacting to market forces and start shaping them. It's especially relevant for those operating across borders or in technology-driven industries.
The book draws from Philip Cherian's career spanning Engineering, Global Business Development, Innovation, Education, and Leadership — with particular depth in Bio-Process Engineering and technology ecosystems. The strategic lessons apply across industries.
Market Driving is the strategic posture of shaping market conditions rather than responding to them. It's about achieving first-mover advantage through high innovation, creating unfair competitive advantages, and building technology ecosystems that define categories.
It's both. The book weaves Philip's personal professional journey across continents with actionable strategy lessons. The narrative makes the frameworks memorable and grounded in real experience — not just theory.
The book is available through amazon soon and other retailers.
From Experience.
From Insight.
To Impact.
Order From Market Driven to Market Driving by Philip Cherian and start your journey from market follower to market driver.
Available in hardcover, paperback, and digital formats.