This new title from three-time bestselling Australian author Michael McQueen explores a theme that is both topical and timely. The recent demise of brands such as Kodak, SAAB and HMV Music leave us with little doubt—shift is happening and no organisation or brand is immune to extinction. Businesses and industries that fail to recognise this are quickly finding themselves on the endangered species list. In this landmark book, Michael explores the five key reasons why even the greatest are becoming obsolete in this era of disruption and upheaval. In contrast, he highlights principles and lessons from businesses such as Lego, Swatch, IKEA and Volvo who are successfully navigating the headwinds of change and staying relevant as a result.