# Survival Is Not Enough: Shift Happens

- Link: https://fundraising.co.uk/books/survival-is-not-enough-shift-happens/
- Published: 2012-12-11T20:32:00+00:00
- Author: Howard Lake

**Everything in our world, from marketing to technology to distribution to the capital
markets, is moving at a faster pace than ever. Yet most companies view change as
a threat, and survival as the goal. This book transforms all that. It contains a
simple yet revolutionary idea: we can evolve our companies the same way nature evolves
a species.**

Evolution is a fundamental force of nature, and Seth Godin demonstrates how it can
be put to work in any organisation. The first step is to eliminate the anti-change
reflex that’s genetically coded into all of us. Once a company learns to ‘zoom’ (
to change without panicking), it is much more likely to evolve. And a company that
evolves can become ever more profitable.

For the last five years, bestselling author Seth Godin has repeatedly demonstrated
the power of his books by living their advice. He used the tactics in _Permission
Marketing_ to drive the book up the bestseller list. He followed the advice of _Unleashing
the Idea Virus_ to turn his treatise into a living example of an ideavirus. Now,
as a committed zoomer, he shows his legions of fans how to turn their company into
one that can zoom from one change to another. It’s a formula for success whether
the market is up or down, whether technology is hot or not, in all industries, from
retail to tech to services.

## Reviews

“In _Survival Is Not Enough_, former Yahoo executive and author of _Permission Marketing_,
_Unleashing the IdeaVirus_ and _The Big Red Fez_ Seth Godin turns his attention 
to the predominant issue facing all business today: change.

“Godin takes the perspective of an evolutionary biologist, borrowing ideas from 
the likes of Richard Dawkins, Jared Diamond and Matt Ridley to formulate his own
prescription for business survival, a concept he calls “zooming”, which he defines
as “stretching your limits without threatening your foundation”.

“The result is a wide-ranging and eclectic menu of useful ideas that just about 
anyone looking to enhance their career, job satisfaction and their company’s prospects
would do well to consider.”
_**Harry C Edwards**_