پیروزی در نبرد برای مرتبط ماندن: چرا حتی بزرگترین‌ها هم منسوخ می‌شوند… و چگونه از سرنوشت آن‌ها اجتناب کنیم ۲۰۲۰
Winning the Battle for Relevance: Why Even the Greatest Become Obsolete . . . and How to Avoid Their Fate 2020

Based on a 6-year study of 500 of the world's biggest brands, Winning the Battle for Relevance seeks to answer the question: "What separates the enduring from the endangered?"

As businesses, industries, and revenue models continue to be disrupted at an alarming rate, leaders would do well to learn from the mistakes of fallen brands such as Borders, Kodak, and Blockbuster—lest they fall into the same trap.

Better still, Winning the Battle for Relevance highlights what every organization and institution can learn from enduringly successful brands in order to win the battle for relevance in the turbulent years ahead.