A noted industry expert in all disciplines of branding, Allen Adamson has worked with consumer and corporate businesses in industries spanning technology, healthcare, financial services, and packaged goods, to name a few. He's the co-founder of Metaforce - a marketing and product consultancy - and is the author of Shift Ahead, a book on how organizations stay relevant.

In this episode, Justin quizzes Allen on how the best organizations recognize when to change directions and how they can pull it off. Allen shares common struggles organizations face when attempting to pivot and how they can get on the same page as their customers. Allen also identifies which companies made smart moves navigating COVID-19 and breaks down his expectations for "the new normal".