The Journey Behind the Framework — About Philip Cherian and From Market Driven to Market Driving
The Journey Behind the Framework
Philip Cherian's Story
From Market Driven to Market Driving didn't begin as a book. It began as a career — more than three decades of building technology-driven businesses across India, Europe, and the United States, before the lessons were clear enough to write down.
A Question That Wouldn't Let Go
For decades, Philip Cherian watched organizations — brilliant ones, well-resourced ones — struggle with the same fundamental problem: they were always one step behind the market. They were reactive by design, built to respond rather than to lead.
The question that drove his career — and eventually this book — was deceptively simple: what does it actually take to drive a market rather than follow one?
The answer was built across three decades of leading technology-driven businesses across India, Europe, and the United States — through roles at Sartorius AG, B. Braun Biotech International, Inventprise, and pioneering ventures in vaccine manufacturing and life sciences innovation.
This book is that answer. Blending memoir with business strategy and industry history, it offers a candid account of building companies, navigating change, and shaping markets in a rapidly evolving global industry.
Four Chapters. One Framework.
Each phase of Philip's career contributed a critical layer to the Market Driving framework.
The Engineering Foundation
Philip's career took root in the formative decades of modern bioprocess engineering — working with pioneering organizations including B. Braun Biotech International (later Sartorius BBI Systems) and Sartorius AG. These years built the technical foundation and systems-thinking discipline that would underpin every strategic decision that followed.
Building Across Borders
Leading global business development across India, Europe, and the United States, Philip confronted a fundamental challenge: how do you build a market for technologies that customers don't yet know they need? This phase forged the book's core insight — the difference between following a market and driving one.
Entrepreneurship & Innovation
As a founder and executive — including at Inventprise Inc. and ventures in vaccine manufacturing and life sciences innovation — Philip experienced firsthand the paradox of innovation leadership: the organizations best positioned to lead change are often the most resistant to it.
Teaching What Was Learned
Philip brought his experience into the classroom as an educator at ICMIS and as Adjunct Faculty at DeSales University, Bethlehem, Pennsylvania — teaching entrepreneurship, strategy, and leadership. This is where the book was born: from the desire to give the next generation of leaders a map, not just a story.
Philip Cherian
Entrepreneur · Executive · Educator · Author · Executive MBA, IMD Lausanne
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. An Executive MBA graduate of IMD Lausanne, Switzerland, he has built and led technology-driven businesses across India, Europe, and the United States.
Throughout his career, Philip has held leadership roles with organizations including Sartorius AG, B. Braun Biotech International (later Sartorius BBI Systems), Inventprise Inc., and several pioneering ventures in bioprocess engineering, vaccine manufacturing, and life sciences innovation.
He has also served as an educator and mentor, teaching entrepreneurship, strategy, and leadership through the International Center for Management & Industrial Studies (ICMIS) and as Adjunct Faculty at DeSales University, Bethlehem, Pennsylvania.
From Market Driven to Market Driving 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.
Why This Book. Why Now.
The world doesn't need another strategy book. It needs a different kind of strategy — one built for leaders who want to shape markets, not just compete in them.
Give Leaders a New Lens
Most strategy frameworks teach you to respond better. This book teaches you to shape the conditions that others respond to.
Bridge Theory and Practice
Every framework in this book was forged in real markets, real organizations, and real failures — not in a classroom or a consulting deck.
Democratize First-Mover Thinking
First-mover advantage isn't reserved for Silicon Valley unicorns. Any organization — in any industry, on any continent — can learn to drive its market.
Leave a Lasting Contribution
Philip wrote this book to contribute something durable to the conversation about leadership, innovation, and strategy — a contribution that outlasts any single career.
Ready to Start Driving?
Get your copy of From Market Driven to Market Driving and start applying the framework today.