A key component of Survival Planning is the idea of embracing your Heresy...your deepest and darkest fears. For example, instead of waiting for someone else to put you out of business, why not do it yourself? Cannibalize yourself? What's the worst that can happen? By destroying the cash cow, you might actually end up pivoting to something far greater. In this session, Joseph Jaffe, author "Built to Suck" will show attendees how to embrace their survival instinct and truly harness the power and and potential of innovation as a disruptive path to meaningful transformation and competitive advantage. Jaffe will walk through the Survival Planning Canvas and provide real life examples: from Marvel to Mattel; from REI to Apple; from Netflix to Domino's.