“I wish that I had written this book!”

Foreword by Philip Kotler, father of modern marketing

“Until now there has been no specific go-to guide to figure a way out of the current situation. The timing of this book...could not have been any better”

Harish Manwani, Senior Operating Partner, Blackstone

“As Rakesh and Wind skillfully illustrate in. their topical, timely, well-argued book, companies can only survive and emerge stronger after  crises by doing the right thing and serving the interests of all of their stakeholders.”

William P. Lauder, Executive Chairman, The Estée Lauder Companies

“Nitin Rakesh and Jerry Wind offer important, useful,. tested insights that are uniquely timely – and timeless.”

David Schmittlein, John C Head III Dean and Professor of Marketing, MIT Sloan  School of Management

“Transformation in Times of Crisis is one of the most insightful, timely and relevant books to be  written. Its core message - that every crisis presents opportunities disguised as challenges - needs to be heeded widely. While the book is not aimed at government officials, it makes a  compelling case why public policy must work hand in hand with private enterprise to find  innovative solutions to the global crisis.”

Lady Barbara Thomas Judge, Senior Advisor, Athene Capital

“...This is a playbook that can be applied at all times including the current crisis.”

Raamdeo Agrawal, Co-Founder and Joint Managing Director, Motilal Oswal Financial Services

“The COVID crisis has dramatically accelerated the trends of digital disruption that were already underway. Businesses either need to seize the opportunities created by that disruption, or risk being left behind. Rakesh and Wind provide a smart guide to the first option.”

Alan Murray, CEO, Fortune

“We should view the global pandemic, social unrest and economic crisis not as  problems but as opportunities. These are helping us speed up long overdue changes to test new  programs, partnerships, business models and approaches to set the stage for the continued  transformation of TIME. This is consistent with the approach that Rakesh and Wind recommend, which is why I  am sure other leaders will find their book as relevant as I did.”

Keith A. Grossman, President, Time Magazine

“...This is a must read primer for businesses, entrepreneurs, students, and philanthropists alike...”

Mukesh Aghi, President and CEO, US-India Strategic Partnership Forum