If a company is headed in the wrong direction, a true turnaround often requires both a business model AND a culture change, at the same time, within months – you can’t spend years on it!

That’s typically the situation where Mark Samuel’s team gets called, so he wrote a book about the lessons and the roadmap to get a company from point A to point B most effectively.

In fact, many of the author’s clients would call the destination as the “B State” for their company… hence the title for his book.

The key to fast turnaround results

Many leaders try to transform a company by trying to fix what isn’t working.  Don’t waste your time.  Instead, eliminate what isn’t working completely!

To achieve a fast turnaround, you can’t transition a company from its current state to a more evolved state.  You have to change the organization’s reality completely.

And it all starts by pondering: “in 1 year from now, what will the transformed organization look like?”  Ignoring anything about the current business model, org structure, or other constraints.  THAT’s the B state.

Turnarounds fail on execution

Turnarounds often look good on paper but fail on execution.  You can have good skills in your team, come up with new processes, and develop a great plan… and still fail because you don’t have the right habits in place.  Execution is all about changing habits.

Sit down with your team and look at the things you need to deliver but you CAN’T with your current “A State” ways?  Then what “ways” or core organizational habits do you need to change drastically in order to deliver your desired outcomes?

How to optimize execution

To change habits, focus on logic and alignment.  If your company wants to say speed up order processing, look at who is involved, and logically think about how to achieve the desired result.  Focusing on logic takes the personalities out of it.  And alignment ensures accountability and support across teams.  Now you have an alliance AND a support system in place.

Then, your teams have to practice and adjust when something isn’t working.  Most companies come up with new processes, send their people to training, and then expect everything to work!  But execution is all about teams evolving and working together.  It’s about streamlining and constant improvement.

Think about how musicians play.  Even if they’ve been playing together for years, they still practice all the time.  Because execution always slips if you don’t practice.


Leading a turnaround is about moving to a new reality, where the old problems, politics, and bad habits don’t exist anymore.  To achieve this B State, you need to set clear expectations AND agreement among all the groups involved.