The first of three books in a series on strategy by global media company GroupM, Survive, Exploit, Disrupt addresses the need for companies to shift their strategic thinking during an economic downturn. As trends change and consumer behaviour becomes less predictable companies that triumph over economic downturn fall into three categories -Survivors, exploiters and disrupters. Those that survive, do so by aligning business and marketing strategies to fit the changing environment, from there some companies will go on to exploit opportunities that the rapidly changing environment brings and a handful of companies will go on to disrupt- completely overhauling the business model to create something different. Dr Steild offers specific examples of how each of these three types of companies can change to adapt to recessive periods giving marketers, advertisers and branding professionals a model to work on based on which of the three above categories they fall into. Dr Steidl also looks at what drivers of change are so that businesses can understand and better adapt. The result is a solid basis for recession-proof strategy that companies can implement to ensure that they survive the economic downturn.