Adapt

About the book How do you retain those customers or employees you worked so hard to acquire? How do you build a collaborative and innovative company culture? What does it take to turn your business around and survive-even thrive-in a volatile world? Harit Nagpal, one of India's finest marketing minds, reflects on the questions that animate every business manager. Through ten stories set in different countries, even on different worlds, Nagpal investigates the idea of adaptation-the one thing every business needs if it wishes to evolve. Zia, for instance, discovers the value of targeted customer segmentation as he launches a ready-to-cook food business in Bangladesh. A family learns to listen to the customer while fighting to retain circulation numbers for a tabloid in Milan. In Malaysia, Nur takes over as CEO of a large AC brand and improvises ways to faster recovery in a bid to regain the number one slot. In Ghana, Addae figures out the fundamentals of creating a brand that connects with customers. And in a time far from ours, Ron tries out radically new techniques of reaching customers efficiently. Every story ends with ten prompts that are designed to make you stop and think about the way you manage your own work and business. Packed with sharp insights and clear solutions, this unusual book is a must-read for managers, entrepreneurs, students-indeed, anyone invested in their work or in preparing for the workplace. About the Author HARIT NAGPAL is the CEO of Tata Play, India's largest content distribution platform. In a career spanning four decades, he has also worked with Lakmé, Marico, Pepsi, Shoppers Stop and Hutch/Vodafone. He has co-authored a case study on the subject of disruption, which is now a part of the curriculum at London Business School.