“Marketers have long known that a name can make all the difference when you're trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all - at least until the produce peddlers wised up - and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.”

American magazine editor and author

Jeffrey Kluger is an American magazine editor and author. He is editor at large at Time magazine and has written thirteen books across a range of subjects. His books include works on psychology, medicine, family dynamics, and spaceflight, among them The Narcissist Next Door, Splendid Solution: Jonas Salk and the Conquest of Polio, The Sibling Effect, and Lost Moon: The Perilous Voyage of Apollo 13. Lost Moon later served as the basis for Ron Howard's film Apollo 13. He has also written two young adult novels and one novel for adults, Holdout.