John Morecroft is Adjunct Associate Professor of Management Science and Operations at London Business School where he teaches system dynamics, problem structuring and strategy to MBAs and executives. He develops models and simulators to study the long-term performance of firms and industries.   He has collaborated with a wide range of organisations from Royal Dutch/Shell to BBC World Service and Harley Davidson.  Before joining London Business School he was on the faculty of MIT's Sloan School of Management where he received his PhD.