He has been the first proponent of the concept called “Design for Instincts,” as a way to organize businesses in the current age. This concept forms the basis of the elective courses he teaches/taught at Purdue and ISB. Apart from the elective course, at Purdue, he primarily teaches the main IT course in the MBA programs (in the regular, weekend, and Exec Ed MBA). He has also been a visiting faculty member at GISMA and, as alluded to earlier, ISB.