Jan 15, 2020
Allen is Co-Founder and Managing Partner of Metaforce, a marketing and product consultancy which, takes a multi-disciplinary and channel-agnostic approach to marketing challenges.
Prior to this Allen was Chairman of Landor Associates, a Global communications and brand strategy consultancy. But Allen has worked across agencies as well as on the “client side” of the industry, including at Ogilvy & Mather and DMB&B as well as Packaged Goods giant Unilever. He is also an Adjunct at NYU’s Stern School of Business.
The book talks about how organizations can avoid to become paralyzed by the accelerating pace of change in markets, customer needs, technologies and the business models they power. Or, as the sub-title says: “How the best companies stay relevant in a fast-changing world.”
Together with his co-author professor Joel Steckel, Allen uses first-hand accounts and detailed case studies to explain how these organizations recognize when it’s time to change direction, and how they pull off the feat of leaping forward while holding firm to a company’s reputation, credibility, and trustworthiness.
The authors present a simple framework for maintaining the balance and flexibility essential to thriving in a marketplace where change is the only constant.