Written by Rachel Loui, Why the Chicken Crossed the World is a humorous yet insightful exploration of business and culture in China. Drawing from her experience as Chief Strategy Officer and Head of Business Operations for Boehringer Ingelheim in Shanghai, Rachel shares the unexpected lessons she learned while navigating China’s complex market landscape. She describes the book as a blend of business insights and comedy, revealing the surprising opportunities and challenges of doing business in emerging markets—often likening it to Tina Fey humor with an Asian twist.

At Strategic Growth Factor, Rachel applies the same evidence-based, culturally nuanced approach she shares in her book. Her deep understanding of human behavior, market dynamics, and strategic growth opportunities directly informs our consulting services, helping clients unlock potential in untapped markets. Just as she helped Boehringer Ingelheim identify growth strategies in China, Rachel now helps businesses worldwide use neuropsychology to overcome sales barriers, maximize revenues, and become customer magnets.