"I'm deeply surprised...!" 

On April 30th TIME magazine released the highly anticipated TIME 100 list — listing the 100 most influential people in the world. Martin Lindstrom spoke with Diane Bloom about TIME's choice to include him on the prestigious list:

Were you surprised when selected as one of the 100 most influential people of 2009 by TIME?

Absolutely. When TIME editor–in–chief Jeffery Kruger emailed me I first thought it was a practical joke. As I wrote to him; "Is this one of those clever Nigerian emails where the next step is for me to wire one million dollars to your mother–in–law?"

Did you feel the choice of you was fair?

I'm deeply grateful - but honestly; No, I don't think this was fair at all. I'm serious! I feel there are so many great talents out there. People with an enormous influence – and with achievements far more impressive than mine. The fact that I share a spot with Obama, the Dali Lama or Oprah tells it all. That said (and believe me I’ve thought a lot about it) I guess the reason why they choose me was because Buyology has reached such a large audience across the world. Over the past six months more than a quarter million business people have attended my conferences, and it is probably realistic to claim that at least one third of the worlds Fortune 100 brands use my strategies when building brands. Yet still, fair? No!

What will it mean for you?

Well besides attending the TIME 100 black tie dinner with the whose who in New York, I honestly don't know. I think the recognition helps to open doors, hopefully to sell a book or two more and to add extra credibility to a new company I've recently founded in New York called BUYOLOGY INC.

What’s the secret behind the success you've had over the past years?

If there is any secret it is to not take things for granted. I was stunned to learn that the Rolling Stones rehearsed for an entire year in Canada, each and everyday, before hitting a world tour. I was impressed to see that U2 didn't take the success of their latest CD for granted, They hit the market as if this was the first time. Without comparison, I try to do the same, I work hard, really hard, and rarely (if ever) take things for granted.

What will Martin Lindstrom do in 2019?

It's ironic how one changes as you grow up. If you would have asked me 10 years ago I would have said "see the world". Today I do nothing but fly around world, so luxury for me is just to stay at home not needing to eat catered food or pack toothpaste into a small plastic bag.

Are you working on a new book?

I signed my 6th book deal with Random House Broadway New York two months ago. When I signed the contract neither the publisher nor I knew what the book was to be about, we just knew we would work together again. The bar has been set high with Buyology and I don't want to publish a book where my readers end up being disappointed. The book will be released April 2011, so I still have a couple of weeks to collect my thoughts and open a fresh blank Word document on my computer.

It is exactly 6 months since Buyoloy hit the market – how did it go?

The book became a New York Times and Wall Street Journal best–seller just 3 weeks after it was released worldwide. More than 7,000 blogs have written about the book, more than 50 million people have seen it on television, more than 3,000 articles have talked about it across 60 countries. The book is currently out in more than 30 languages. But what I probably have been most proud of was when New York Times, early January, began using my term: "Buyology" as a verb in their writing. That was the day I realized Buyology was more than just a fancy book, it had hit a chord in today’s society.

How important is it to have a personal brand year 2009?

I cannot tell you how essential it is to have a brand year 2009, it is simply a must if you want to stand out. I tend to say that we all have three bank–accounts: One is a salary account, the second is a brand account, and the third is an education account. All of us use the first account by default. The second account is however just as important. That's the account were you build your brand. Everyone should build their brand, even if they're employed or an entrepreneur, as it adds value to your work and creates attention to your way of thinking. The last account is totally under estimated too, that account is all about education. My books are my education budget. I not only learn from my research, I learn from the people I meet due to the book and I learn from writing. Most people however skip education all together when they leave school. However, it should be at the top of your list when you leave school. You should seriously think about education.

What is the one thing you wanted to do differently?

My choice of a publisher. It took me four books to realize that you only make a best–seller when publishing your book out of the U.S. Some may say it's sad, but it's true.

What's your ultimate dream?

To build a branding school in Africa. Perception is today's currency for power. Perception is reality and thus underdeveloped countries must learn to master it. I'd love to offer a selected group of talented kids access to the insight and key learning's I've captured on branding over the past 25 years. Needless to say this is a dream, but I tend to turn dreams into reality.