• Offers a fresh perspective on the concept of change, likening the evolution of businesses to that of species in nature.
• Provides practical advice and examples on how companies can "zoom," meaning to embrace change effortlessly.
• Helps you think that it's not enough to just "get by," but to aim for success that will bring significant changes.

...you are looking for ways to cope with the continuous changes in the market (whether you have your own business or work for someone else) and you want uncertainty to become your strong point. You will find it interesting, if you want to learn how to make evolution a part of your daily work and plans.

«We don't know how to talk about change and evolution. We know it's real, necessary, and painful, but we don't have the words to express it. I believe there is a goal beyond survival, that we can truly thrive and feel happy working while surrounded by utter chaos. That we can see change and turmoil as opportunities to increase our success.

I hope this book gives you the right words to describe these phenomena and to understand how they work. There are no magic words or secret spells. The solution is in front of you wherever you look, from the park and the zoo to the checkout at your neighborhood grocery store.

Nor is the idea that evolution can be applied to business new. Jack Welch and General Electric applied it for many years, and you can learn from their example. So why doesn't everyone apply this successful approach? Because genetically we have a reflex that makes us avoid change. The secret of this book is that your success is not due to any action plan. What matters is the process you follow.»

Seth Godin is an active individual who has made his mark by founding successful companies and teaching millions of people. He is the author of nineteen international bestsellers, such as "Tribes" and "This is Marketing", translated into over thirty-five languages. He maintains one of the most popular blogs worldwide, Seths.blog, and is the founder of altMBA and Akimbo workshops. His work focuses on the post-industrial revolution, the spread of ideas, marketing, and leadership, aiming to achieve significant changes.