
A BOLD NEW STRATEGY PLAYBOOK FOR BUSINESS LEADERS
OUTSIDE IN, INSIDE OUT
“This is not a book about abstract theories or clichés. It's a practical guide for real-world leaders facing real-world problems. It’s about making sense of the chaos and leveraging it to your advantage."


How can today’s business leaders in organizations large and small transform chaos into opportunity?
From rapid advancements in artificial intelligence to supply chain disruptions, geopolitical tensions in North America, Ukraine, and the Middle East, to rising economic instability, today’s business landscape demands more than reactive strategies. Leaders must anticipate, adapt, and execute with precision—and the new book from Dr. Lance Mortlock, Outside In, Inside Out: Unleashing the Power of Business Strategy in Times of Market Uncertainty, provides the framework to do just that.
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Featuring a wide range of real-world examples and case studies from Coca-Cola, Spotify, GM, Bank of America, Airbnb, Toyota, Microsoft, Nike, Snapchat, Starbucks, IKEA, Intel, Samsung, and more, Outside In, Inside Out draws on the author’s nearly three decades of consulting experience across 11 countries and 80 organizations, including many Fortune 500 companies. In the book, Dr. Mortlock introduces a groundbreaking approach to strategy that balances external market intelligence (outside-in) with internal organizational resilience and execution capabilities (inside-out).
Strategic Resilience
Using frameworks like PESTEL to foresee and capitalize on market shifts before they happen.
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Risk as Growth Strategy
Using frameworks like PESTEL to foresee and capitalize on market shifts before they happen.
Geopolitical Instability
Preparing for political upheaval with scenario planning techniques.
Technological Disruption
Navigating the opportunities and challenges posed by AI, blockchain, and other innovations.
Execution Excellence
Bridging the gap between visionary strategies and real-world results.
“Businesses that embrace both the external and internal dimensions of strategy will be the ones to lead in this era of transformation. The future belongs to those who can balance innovation and resilience with an unobstructed vision. Now is the time for organizations to reimagine their strategies and propel themselves forward.”
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TESTIMONIALS
PRAISE FOR OUTSIDE IN,
INSIDE OUT
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