
Tear up your Plan B
Jihae Shin, a researcher at the Wisconsin School of Business at the University of Wisconsin-Madison, and the Wharton School at

Jihae Shin, a researcher at the Wisconsin School of Business at the University of Wisconsin-Madison, and the Wharton School at
Leaders often equate having a strong brand with the consumer’s ability to identify marks, methods, and meaning. But how many
Sustainability is no longer a corporate accessory. It has become a defining measure of leadership, culture, and long-term value creation.
Geopolitical uncertainty, economic volatility, regulatory shifts, and the rapid rise of AI have made unpredictability the new normal. In such
