It is unusual to get a book without mumbo-jumbo or feel-good advise. Very well written, explained and delivered with the right sets of practical examples. Highly advisable for entrepreneurs and managers in entrepreneurial companies.
If we accept that change has become inevitable and many of the old ways of looking into business transformation and innovation are becoming obsolete, Christian and Mikkel bring a new and better rooted perspective on how to approach shifting industries, particularly in the consumer sector.
For those who expect an easy recipe or the 7 infallible steps on how to transform a company, you will be disappointed. This is a far more cohesive and comprehensive approach that invites us to look at consumer behavior as a phenomenon not as simple characteristics, puts humans into the right perspective (usually irrational, always social and making most decisions without really any conscious… Read more