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ACKNOWLEDGMENTS

In our roles, we have been privileged to work with some of the most respected business leaders in the world. These leaders have been kind enough to share their insights with us, and you will see some of their thoughts throughout the book.

Our adaptive leaders

Whilst we had some contributors share their thoughts anonymously, we wanted to thank them and all the individuals below who have shared their thoughts in this book:

 Paloma Azulay, Global Chief Brand Officer, Restaurant Brands International

 Aaron Bradley, VP of Technology & Innovation, Wella Company

 Benjamin Braun, CMO, Samsung

 Wendy Clark, Global CEO, dentsu international

 Nicholas Cumisky, YouTube

 Craig Dempster, Global CEO, Merkle

 Doug Jensen, SVP – GTM & COE for Analytics & Activation, Estée Lauder

 Nicola Mendelsohn, CBE, VP GBG, Meta

 Nick Ratcliffe, Customer Experience Director, Volkswagen Group Ltd

 Paul Robson, President of Adobe International, Adobe Craig Smith, Chief Brand Officer & Co-Founder, Decidable Global Ltd, and Former Digital Commerce Director, Ted Baker

 Marisa Thalberg, EVP, Chief Brand and Marketing Officer, Lowe's

 Deborah Wahl, Global CMO, General Motors

 Margaret Wagner, EMEA President, Merkle

 Jennifer Warren, VP Global Brand Marketing, Indeed

 Shelley Zalis, CEO, The Female Quotient

Our adaptive families

We would like to thank our families for the support they've given us. They've been there through the late nights and the long weekends, being both our samples of one and to ground us when needed. Our wives have kept us going and our children have done their best to keep the noise down whilst we've been working! We definitely wouldn't have made it through this journey without them.

Our adaptive readers

We would also like to thank you, the reader. Our aim was to provide something that was useful to you with a flavour of fun and a sprinkle of our personalities. We hope that the blood, sweat, and tears that we've put into this book (please don't let that sway your opinion) is as enjoyable for you to read as it was for us to write.