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A company in crisis creates the same stress on executives and their team as being stranded on a mountain in a blizzard. How can you survive the disruption? Jonathan David Lewis’s new book, Brand vs Wild discusses how to survive disruption and how to serve up disruption. Discover the seven elements that cause companies to be disrupted and counter disruption.

Jonathan David Lewis

Jonathan David Lewis

Partner, Vice President, Strategy Director at McKee Wallwork & Company

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How to Survive and Serve Up Disruption

Jonathan David Lewis

Mark S A Smith: My guest today is Jonathan David Lewis. He is the author of the brand new book Brand vs. Wild: Building Resilient Brands for Harsh Business Environments. He’s a forums contributor and he’s a turnaround expert at McKee Wallwork and Company. An integrated marketing firm that helps stalled, stuck, and stale brands reach into growth.

I want to read from his latest book because I think it’s absolutely spot on for Selling Disruption Show. Navigating uncertainty is the chief challenge facing brands in today’s economy. We no longer operate in a business environment in which size, strength, scale, intellectual property, or longevity provide a sustainable competitive advance.

The increasing pace of disruption resulting from the ubiquity of information and the education and mobility of the work force has changed everything. Prepare to disrupt or be disrupted. Welcome, Jonathan to the Selling Disruption show.

Jonathan David Lewis: Thank so much for having me. Excited to be here.

Mark S A Smith: Likewise. When I got your book from Amazon, it arrived and I said, “Oh my.” This book didn’t travel very well. The reason why is because the cover is designed to look shelf worn. Jonathan, you are going to drive book resellers absolutely nuts. You’re going to drive crazy because people are going to get a copy of the book in the mail and they’re going to say, “This thing doesn’t look like it’s new!”

All right, tell me why you came up with that idea. I think it’s disruptive as hell.

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