My upcoming book Priority is Action, while different from most of my previous books as it is not as focused on marketing technology or customer experience specifically, was written for multiple reasons. 

Firstly, it stems from a deep-rooted optimism that organizations and their members can make better decisions, enhance their follow-through capabilities, and possess the necessary agility to adapt as the world continues to evolve. Secondly, it is born out of frustration with the prevalent occurrence of success being easier said than done. It serves as a means to encapsulate the principles employed in optimizing my clients' businesses. These time-tested principles have served me throughout my career, and I now seek to impart them to others.

However, there are several additional principles that warrant elaboration:

• It is not uncommon to encounter situations where individuals ardently advocate for certain ideals such as innovation, customer focus, and employee centricity, yet simultaneously find themselves mired in the minutiae of day-to-day operations. This dichotomy is similar to a dry cleaner professing their love for customers while carelessly losing their garments without remorse. The question persists, are these professions genuine? Moreover, we discover leaders and executives who discourse about being customer-obsessed or innovation-driven, yet hinder progress by directing their teams towards tactical and mundane endeavors rather than empowering them to take leaps of paradigm-shifting magnitude.

• Productivity and timeliness are no mere tricks or hacks. It is important to dispel the notion that this book offers simplistic solutions to suddenly accomplish everything that is of consequence. The fundamental premise of productivity is often misunderstood. It is not merely about accomplishing more at a faster pace; it is about producing better outcomes and continuously improving existing ones.

• The gap between industry leaders and those who fall behind is widening at an alarming rate. Even if your organization presently holds the mantle of a category leader, there is cause for concern. Very real fears persist, be it in terms of data gaps (cue the relevance of artificial intelligence), culture gaps (attracting and retaining top talent), business model gaps (in an era dominated by the subscription economy), customer experience gaps (where a nimble startup could potentially disrupt your brand), or process gaps (knowing what to do and executing optimally). Even companies deemed high performers today can rapidly find themselves trailing behind without a robust strategy that prioritizes what truly matters.

My sincere hope is for Priority is Action to exist as a testament to the power of informed decision-making, unwavering commitment to execution, and a relentless pursuit of excellence. It is an invitation to explore the multifaceted landscape of success, where the path to attainment is paved with strategic intent, unwavering focus, and the astute identification of key priorities.