What are the real reasons Kodak and Blackberry fell from brand supremacy?

What does Hasbro know about keeping kids – and Wall Street – happy that Mattel doesn’t?

Why is Katz’s Deli in New York doing a booming business while other similar institutions have vanished?

What can all nonprofits learn from the American Cancer Society’s missteps?

Why might Ford be the brand to win in the self-drive car market?

How did National Geographic right its course?

Why is Marriott giving Airbnb a run for inventiveness?

What do the best organizations know about staying the best in a fast-changing world?


From start-ups to multinational brands, from nonprofit organizations to academic institutions, from media organizations to online businesses, we look at how a range of companies in a range of categories approach disruption. How and why some take it on and overcome it, while others are overcome by it. Shift Ahead offers a smart, calculated approach to knowing when to change course and how to pull it off. Packed with insightful interviews, this book brings every external and internal factor into view: competitors, risks, culture, finances, and more. It teaches readers how to spot warning signs that it’s time for reinvention; how to overcome barriers in the way of future goals; how to maintain authenticity when shifting gears – or direction, and how to execute a bold change…brilliantly.



Deb Henretta Former Group President at Procter & Gamble; Independent Board Director
Shift Ahead is a clear and compelling guide for any marketer wondering how to stay relevant in a marketplace where the game - and the rules - keep changing. Utilizing a broad spectrum of examples and a step-by-step approach, Adamson and Steckel provide practical lessons that can be applied by brands and organizations of any size, in any category.”



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