How do you retain those customers or employees you worked so hard to acquire?How do you build a collaborative and innovative company culture? What does it take to turn your business around and survive-even thrive-in a volatile world?Harit Nagpal, one of India-s finest marketing minds, reflects on the questions that animate every business manager. Through ten stories set in different countries, even on different worlds, Nagpal investigates the idea of adaptation-the one thing every business needs if it wishes to evolve.Zia, for instance, discovers the value of targeted customer segmentation as he launches a ready-to-cook food business in Bangladesh. A family learns to listen to the customer while fighting to retain circulation numbers for a tabloid in Milan.
