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9781803821887

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Digital Transformation is probably one of the most popular business buzzwords these days, but the urgency of it is still real. At this point, most business leaders have a good sense of the what and the why, especially because we see it every day in the leading brands who are capturing more of our spend. But the how can feel daunting. In Break the Wall, the AMA does a masterful job of laying out why transformation is not just proclamations from the top and moving budgets around. It stems from a customer-first, data-first approach to looking at one's strategy. And when you do, it quickly becomes clear that removing the walls within most organizations, which were set up for an older vision of efficiency and control, becomes one of the most important accelerators of change. Whether it is linking data, bringing cross-functional teams together to improve customer journeys, speeding up time to market, or just bringing more diverse views together to drive innovation, breaking the walls must be a critical priority for the business -- beyond getting the tools, hiring the data scientists, and enhancing one's design skills. But that's not easy. The AMA's book does a masterful job of providing practical examples -- from large, small, B2C, B2B, and businesses across sectors -- that can provide guideposts for how to think through one's own roadmap for change. Every leadership team realizing that their change efforts have stalled, or who are even just beginning, need to read this book, share their learning, and use that to pinpoint the walls to break and the techniques for doing so. -- David Edelman, Former CMO of Aetna & CVS A rare work assembling the world's leading academics, professionals and thought leaders in confronting one of the great organizational challenges of today: how do we do anything with all of this data? Finally we have a title that can make the process of digital transformation real. -- Neil Hoyne, Chief Measurement Strategist at Google Finally, a book about digital transformation that provides a roadmap to overcome organizational obstacles and achieve the goals that so many companies aspire to. Break the Wall breaks the mold, with provocative insights by its all-star authors with a narrative that is so clear and compelling that leadership teams across the enterprise will be inspired to embrace and act upon. -- Ed Keller, CEO of The Keller Advisory Group Definitely both a why and how book! Whether you're just now considering a digital transformation or already halfway through one, Break the Wall will give you cause for pause, along with the insights you'll need to ask the most useful questions, going forward. -- Don Peppers, author, speaker, and customer experience authority

Author Information

Zeynep Aksehirli is an Associate Professor of Management and Organizational Development. She has published various articles and books on corporate culture, and network structures. Yakov Bart is an Associate Professor of Marketing, named as one of the world’s top 40 undergraduate business school professors. Kwong Chan is an Academic Specialist who has published research across domains including Product Innovation, Advertising, Public Policy, Engineering and Marketing. Koen Pauwels is Distinguished Professor, named a worldwide top 2% scientist. He has published 4 books and over 80 articles on marketing effectiveness. While writing this book, Koen was President of the American Marketing Association’s Academic Council.

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