“What’s your five year plan?” It’s a classic interview question that just isn’t relevant anymore, now that the market landscape can be radically different within months, never mind years. Allen Adamson and Joel Steckel, authors of the new book Shift Ahead, join us to talk about companies and brands that shifted their whole worldview to make sure they stayed relevant.
Allen Adamson a noted industry expert in all disciplines of branding and author of BrandSimple, BrandDigital and The Edge: 50 Tips from Brands That Lead. He is also Co-founder & Managing Partner of Metaforce, a firm dedicated to helping businesses diagnose growth strategies and nimbly execute programs in the face of market evolution.
Joel Steckel is professor of marketing and vice dean of doctoral education at NYU Stern School of Business. Joel has published numerous articles in publications including Journal of Marketing Research, Journal of Retailing, Marketing Science, Interfaces, and Journal of Consumer Research. He was the founding president of the INFORMS Society for Marketing Science.