Over the next decade, nearly three out of four companies will face the challenge of their corporate lives: redefining their core business. Buffeted by global competition, facing an uncertain future, more and more companies will realize that they must make fundamental changes in their core even as they continue delivering the goods and services that keep them in business today.

The issue for executives is what to do when that day arrives. Some companies have discovered a new approach. They search out and uncover hidden assets—assets that the company already has, but that have been overlooked, undervalued or underutilized. Building on Chris Zook's previous books, Profit from the Core and Beyond the Core, Unstoppable emphasizes that companies can redefine the core around these assets to propel sustainable growth. The importance of a company's hidden assets to its strategic regeneration cannot be overstated: In 9 out of 10 cases where a company successfully confronted issues of core redefinition, a hidden asset was the centerpiece of the new strategy.

"Unstoppable is a must-read book for CEOs and senior executives of major companies."

Drawing on extensive research, including more than 30 interviews with CEOs from companies such as De Beers, American Express and Samsung, Unstoppable helps companies recognize when the core needs reinvention and deploy hidden assets as the basis for tomorrow's growth. It proves that any company whose growth formula of the past is reaching a limit can transform itself to become truly unstoppable.