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Disruption Denial

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What companies and executives must do to overcome the disruptive challenges caused by new technology.

Many companies are struggling to cope with the massive change and disruption in the age of new technology.

This important book explains the main barriers to managing disruption successfully – and how to overcome them.

Written by an experienced consultant who has advised several leading companies in their transformation programs.


Publisher: LID Publishing

ISBN: 978-1-910649-77-0

FORMAT: 234 x 156mm

Bookbinding: Hardback

Number of pages: 224p


David Guillebaud is a senior advisor to CEOs and top management teams on strategy and transformation issues, especially on digital disruption. He challenges executive teams to seriously address the scope, scale, reach and pace of disruptive change, particularly from digital technologies. He is currently an Associate Partner at Elix-IRR consultancy.


This is an important book which goes to the heart of the challenge companies face in their efforts to evolve in response to the threats and opportunities of the 4thIndustrial Revolution. Corporate denial is commonplace and enterprises are stuck within an organizational system which is not fit for purpose in the new digital age. David’s style makes it refreshingly easy to read and assimilate.

Tim Jones, Former CEO, Lloyd’s Register and a former director of BP Oil Europe

Andy Grove asserted that only the paranoid would survive. David Guillebaud’s less threatening but nonetheless compelling assertion is that Disruption Denial is the natural state of mankind. Unless the leadership team is willing to confront the status quo and re-imagine its business (or social enterprise) it will almost certainly lose momentum and wither on the vine as the digital world passes it by. This thoughtful book – laced with nuggets of real world experience– should be read by anyone embarking on a transformational leadership journey. You aren’t alone – others have stayed the course and thrived. This book shows you how.

Christopher Rodrigues, Chairman, Port of London Authority and British Council, former president of Visa International and CEO of Thomas Cook

Disruption Denial is the manual for executives to understand the contrasting forces driving change in the business environment and resisting change within organizations. David combines a compelling summary of the key business theories today with his hands-on experience having advised transformation journeys for clients.

Sangeet Paul Choudary, Best-selling author of Platform Scale and PlatformRevolution, and top 30 emerging global thinker by Thinkers50 Radar

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