CHAPTER 1
THE NEW DEMAND THAT BRANDS MAKE A DIFFERENCE
In our personal lives, sometimes change comes slowly after we spend weeks, months, or years thinking about how we can be happier, more successful, or more fulfilled. Other times, change is not a choice. It is something that pursues us: We’re fired from a job, a natural disaster strikes, our spouse calls it quits, or our child is diagnosed with a potentially terminal disease. Whether by choice or necessity, as we set out to do something differently or adapt to something unexpected, we quickly discover that changing takes time, is full of competing demands, and is far from easy—even when it’s a proactive choice.
The process of change is no different for a business, particularly now, because ...
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