SHIFT AHEAD
Amacom (Verlag)
978-0-8144-3833-6 (ISBN)
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This book taps into both success stories and cautionary tales from others to provide you with a smart, calculated approach to knowing both: 1) when to change course and 2) how to pull it off.
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 companies always seem to know the perfect season to shift gears, as well as the rights methods to implement when doing so, while others go down sinking when a simple shift would’ve saved everything?
Packed with insightful interviews from leaders at HBO, Adobe, BlackBerry, National Geographic, Microsoft, Kodak, and elsewhere, Shift Ahead explains how to:
Spot warning signs that it’s time for a reinvention
Overcome obstacles standing in the way of your company’s future goals
Maintain authenticity when shifting gears
Execute changes seamlessly, no matter how bold they are
Today more than at any other time before, knowing when to shift, and how to do so successfully, is the key to remaining competitive. With Shift Ahead, this difficult yet imperative maneuver will become the key to your company’s long-term success!
ALLEN ADAMSON is a branding expert, a Forbes.com columnist, and the author of three books including BrandSimple and BrandDigital. JOEL STECKEL is professor of marketing and vice dean of doctoral education at NYU Stern School of Business.
CONTENTS
Acknowledgments ix
Chapter 1: Why This Book? 1
Chapter 2: Heed the Red Flags 19
Red Flag One: Basic Math 21
Red Flag Two: Competing on Price, Not Differentiation 22
Red Flag Three: Big on Data, Short on Analysis 23
Red Flag Four: Neglecting Table Stakes 25
Red Flag Five: Pride Often Does Go Before a Fall 26
Red Flag Six: Being Too Deep in Your Comfort Zone 28
Red Flag Seven: Yertle the Turtle Is Left Behind 31
Chapter 3: The Road Barriers 33
Kodak Read the Writing on the Wall
(but Wasn't Willing to Pay the Price) 34
Xerox: Sunk Cost Bias and Golden Handcuffs Deterrents to Both Business and Brand 42
Toys "R" Us: Playing Catch-up Is Hard When You're
Competing on the Wrong Metrics 47
Procter & Gamble: Not Too Big to Fail (or Stumble) 50
BlackBerry: Invincibility Is a Myth 54
National Geographic: A Well-Documented Case of Cultural Myopia 58
Playboy: A Yesterday Brand, with a Lesson Relevant for Today 62
American Cancer Society: Leadership on Autopilot Is Fatal
in Fast-Changing Conditions 66
Teach for America: The Challenge to Get Back to the
Founder's Mentality 69
Chapter 4: Ready the Organization for a Shift 81
American Express: Still Shifting After All Those Years 82
Hertz: Research as Waze 85
Facebook: Shifting Gears Comes Naturally 88
New York Life: Mutuality Does Mean a Lot 91
Delta: Climbing in Employee Satisfaction, and Otherwise 93
Sony: Going Back to Where It Plays Best 97
Chapter 5: Making Sense of the Road Ahead 109
Chapter 6: Which Shift to Make? It Depends on What's Ahead 123
Barnes & Noble: Understand Your DNA 126
Katz's Delicatessen: Sometimes Staying in Park Is the Right Gear 128
Cheerios: "Small Shifts" to Meet Shifting Attitudes 131
Hasbro: Game on . . . Shifting by "Zooming Out" 133
CNN: An Important Message for Media Companies 138
Conservation International: A Shift to Link Environmental
Conservation to Economic Growth 143
IBM: A Legacy of Continued Shifting 148
Lindblad: Shifting to Deliver Deeper Expertise to a Core Focus 152
Comcast: Two Shifts, Two Roads, One Purpose 154
BP: A Lesson Learned 160
Chapter 7: Leadership 171
John Sexton: New York University (NYU) 175
Shelly Lazarus: Ogilvy & Mather--Leading the People
Who Build Leading Brands 181
Central Park: Holding People Accountable--and Getting Your
Own Hands Dirty 185
Forbes Media: Adversity Was the Mother of Reinvention 190
Columbia Grammar & Preparatory School: Guiding Kids--
and Parents--with Honesty and Determination 197
Chapter 8: Success Stories:
What it Takes for the Long Haul 207
Marriott International: From Root Beer to Resorts 212
FedEx: Keeping the Purple Promise 216
Greenwich Public Library: Successfully Shifting Ahead in the
Age of Digital Information 225
Chapter 9: Success Is Never Final 237
IAVA: A Clearly Focused Mission as a Compass for
Veterans' Shifting Needs 238
HBO: Always Ahead, It's Never Been Just TV 243
GE: Reinvention at Work for over 125 Years 249
Concluding Remarks 257
Notes 263
Index 269
| Erscheinungsdatum | 30.01.2018 |
|---|---|
| Sprache | englisch |
| Maße | 62 x 92 mm |
| Gewicht | 1 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management |
| ISBN-10 | 0-8144-3833-4 / 0814438334 |
| ISBN-13 | 978-0-8144-3833-6 / 9780814438336 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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