In a world that’s changing faster and more furiously than ever, the ability to shift focus is critical.

Why is it that some organizations can continually evolve to meet the times and the marketplace, and others can’t? How do some businesses recognize the right moment to shift, and others, ruefully, only after it’s too late? Packed with insightful interviews, Shift Ahead offers a smart, calculated approach to knowing when to change course and how to pull it off.

The book brings every internal and external factor into view: competitors, risks, culture, finances, and more. And it taps success stories and cautionary tales-including HBO, Adobe, BlackBerry, National Geographic, NYU, Microsoft, Kodak, and P&G-to explain how to:

Spot warning signs that it’s time for reinvention - Overcome obstacles in the way of future goals - Maintain authenticity when changing gears - Execute a bold change seamlessly

To stay competitive, you must shift; to stay credible, you must focus. Shift Ahead turns this difficult maneuver into a straightforward strategy.

When National Geographic was slammed with online competition and declining subscriptions, the magazine resisted adapting. In the end, it was taken over by Fox. Forbes Media, in contrast, swiftly reinvented its business model to focus on online platforms and new content creation strategies.

As the world began going paperless, Xerox made a last-minute effort to rebrand as a “solutions company.” It stumbled and was soon split into two enterprises. IBM, on the other hand, built on its legacy of change to successfully move from computer vendor into enterprise consulting.

In example after example, shifting markets, customers, competitors, and technology have left organizations struggling to stay relevant. While some become paralyzed, others make bold steps forward. Some bungle their change efforts, but others emerge stronger. What puts them on such different paths?

The authors of Shift Ahead interviewed more than 100 executives and experts who lived through change or analyzed the phenomenon, such as MTV and Nickelodeon creator Bob Pittman, Delta Airlines CEO Ed Bastian, New York Times columnist Thomas Friedman, former Ogilvy & Mather chairman Shelly Lazarus, and Conservation International founder Peter Seligmann. They distill those experiences into a set of lessons applicable to any organization, from small startups to nonprofits to multinational corporations, including how to:

* Read the signs that it’s time to shift business strategy

* Overcome financial, cultural, and psychological barriers to change

* Get ready for change by financing the effort, adopting the right attitude, and communicating effectively

* Discover what customers really want

* Turn threats into new ways to extend a brand’s promise

* Lead an organization through a period of rapid change

* Stay aligned to your “True North”

* And more

Change is difficult. But when new technology can quickly dismantle traditional operations . . . when competitors can appear out of nowhere . . . when trends and tastes constantly fluctuate, organizations need to continually monitor developments and prepare to act. Packed with fascinating first-person accounts and detailed case studies, Shift Ahead explains how to recognize when it’s time to change direction and pull it off while bolstering the brand.

Allen Adamson is a branding expert, a Forbes.com columnist, and the author of three books, including BrandSimple and BrandDigital.

Joel Steckel is professor of marketing and vice dean of doctoral education at NYU Stern School of Business. Joel is an accomplished Little League coach as well as an author of three books and approximately 50 peer-reviewed articles.