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Innovation and Best Practice
for Business Success

Established 1967



The Art of Winning In An Age of Uncertainty

Max McKeown


Adaptability tells you all you need to know about the art of strategy in a series of powerful survival rules. Real-world examples from the top 50 brands bring the rules to life.

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About the book

Adaptability is the key human trait. The ability to adapt faster and smarter than the situation is what makes the powerful difference between adapting to cope and adapting to win. Our history is a story of adaptation and change. And in this time of brutal competition and economic uncertainty, it has never been more important to understand how to adapt successfully. In a series of powerful rules, Max McKeown explores how to increase the adaptability of you and your organization to create winning positions. Fascinating real-world examples from business, government, the military and sport bring the rules of adaptability to life - from the world s most innovative corporations to street-level creativity emerging from the slums. Adaptability is a powerful, practical and inspirational guide to success in uncertain times.

Table Of Contents

    • Chapter - 00: Introduction: 17 powerful rules of (high) adaptability;
  • Section - ONE: Recognize the need to adapt;
    • Chapter - Rule 1: Win your own game;
    • Chapter - Rule 2: All failure is failure to adapt;
    • Chapter - Rule 3: Embrace unacceptable wisdom;
    • Chapter - Rule4: F*** with the rules;
    • Chapter - Rule 5: Stability is a dangerous illusion;
    • Chapter - Rule 6: Stupid survives until smart succeeds;
  • Section - TWO: Understand necessary adaptation;
    • Chapter - Rule 7: Learning fast better than failing fast;
    • Chapter - Rule 8: Plan B matters most;
    • Chapter - Rule 9: Free radicals;
    • Chapter - Rule 10: Think better together;
    • Chapter - Rule 11: Get a kick-ass partner;
  • Section - THREE: Adapt as necessary;
    • Chapter - Rule 12: Never grow up;
    • Chapter - Rule 13: Hierarchy is fossil fuel;
    • Chapter - Rule 14: Keep the ball;
    • Chapter - Rule 15: Swerve and swarm;
    • Chapter - Rule 16: Get your ambition on;
    • Chapter - Rule 17: Always the beginning


This is a book of our times and the call for adaptability could not be clearer or more urgent. Whether we can respond with clarity and purposefulness is up to us but Mckeown's book gives many clues and clear and helpful examples of those who have succeeded (and failed) to do exactly that. I came away from reading this with a sense of both urgency and hopefulness; and without doubt a more certain view that I can, and must, create more opportunities at work to adapt to the enormous changes facing our industry and economy. I love the idea of 'learning fast'!
George Kelsey, Chief of Innovation at The Royal Bank of Scotland Group

Book Details

  • EAN: 9780749465247
  • Edition: 1
  • Published: 3rd April 2012
  • Paperback
  • Dimensions: 234x156
  • 232 pages

About the Author

Max Mckeown is an author, consultant and popular speaker in the strategy field. His list of clients includes many major corporations across multiple sectors, such as Microsoft, Virgin, 2012 Olympics, Sony, Barclays and Vodafone to name just a few. A well-known speaker on subjects such as innovation, engagement and competitive advantage, he is also the author of several books including E-Customer, Why They Don't Buy, Unshrink and The Truth About Innovation.

Max McKeown