Weekend Reading: “Shift Ahead” By Allen Adamson

For the 163rd episode of The Marketing Book Podcast, I interviewed Allen Adamson, co-author with Joel Steckel of Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World.

In a world that’s changing faster and more furiously than ever, the ability to shift focus is critical.

Why is it that some organizations can continually evolve to meet the times and the marketplace, and others can’t? How do some businesses recognize the right moment to shift, and others, ruefully, only after it’s too late? Packed with insightful interviews, Shift Ahead offers a smart, calculated approach to knowing when to change course and how to pull it off.

The book brings every internal and external factor into view: competitors, risks, culture, finances, and more. And it taps success stories and cautionary tales–including HBO, Adobe, BlackBerry, National Geographic, NYU, Microsoft, Kodak, and P&G.

From the book:

A central premise of this book is that to remain relevant, businesses must indisputably know why they matter to their customers.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.