In Dual Transformation, innovation and growth consultant Scott Anthony and his coauthors, Clark Gilbert and Mark Johnson, propose a practical and sustainable approach to one of the greatest challenges facing leaders today: transforming your business in the face of imminent disruption. Dual Transformation illustrates the inevitable rise and fall of companies in the age of technological change. More importantly, it shows how your company can emerge from a market shift stronger and more profitable. Anthony, Gilbert, and Johnson build upon the lessons of Xerox, Apple, Barnes & Noble, and a case study from Gilbert's firsthand experience transforming his own media and publishing company to describe the process of successfully navigating the digital age by adapting a current business model to the new marketplace. The book offers critical insight into responding to disruptive shocks.