ABSTRACT
Buy-in describes the most important act of an employee. Without it, change management efforts fail at an alarming rate. With it, leaders are able to mobilize members of the firm into action that will creative competitive advantage. Communication is ubiquitous, and the single-most-important ingredient in leadership because it can be used to win the hearts and minds of people, integral to the firm dealing with adaptive challenges. Business scholars Ted Levitt, Michael Porter, and Peter Drucker make the distinction that profit is the requisite of the business, while the goal is creating and keeping customers. The book is a dramatized narrative comprised of many effective management responses to real-world challenges. It illustrates the devastating challenge of mortgage crisis of 2007. The chapter sets the scene for understanding the response to the crisis that caused a leadership call to action to avoid the imminent collapse of the business and the livelihood of its many employees. It is a potent response that empowers the firm to not survive, but to thrive in the new business conditions.
