Delivering for Best-in-Class Wholesaler-Distributors

"Extremely well done! Innovation is a scary concept. We all agree with it, but it’s hard to pull the trigger. Mark does a great job of explaining why we need to eliminate our fear that our ideas are not game changing enough. There’s so much to take from this study and apply to our business. I hope CEOs and their senior leaders create leadership teams composed of functional managers and emerging leaders, including millennials, and dive deep into the research, concepts and recommendations!"

—George A. Pattee, Chairman of the Board, Parksite

Mark Dancer

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Innovation is about moving boldly into the unknown.  Be empowered to turbocharge your innovation journey!

NEW 2021 E-chapter Included with Every Purchase of Innovate to Dominate! “Distribution Leans In: Stories of Resiliency and Innovation During the COVID-19 Pandemic” tells the stories of how distributors have been innovating their business during the pandemic. Learn ideas from them for surviving and thriving in a drastically changed business environment!

Distributors can dominate through innovation. And, domination should be distribution’s goal because the intent of today’s disruptors is to co-opt, replace or eliminate distribution. Disruptive threats may or may not be existential, but they are always game changing. Distribution must match disruption’s intent with the same intensity and consequence. That’s why today more than ever before, wholesaler-distributors should innovate to dominate!

Innovate to Dominate: The 12th Edition in the Facing the Forces of Change® Series is every distributor’s essential roadmap for innovation! The primary purpose of this research is to help distributors connect the dots between the forces of change and innovating the distributor business model. Distributors can do much more than only defend themselves against the forces of disruption. Distributors can lead the way in this new era of B2B innovation!

You and your team will benefit most from Author Mark Dancer’s efforts to reframe the term “innovation.” His research into what leading companies from within and outside distribution are doing shows clearly that the current disruptive, digital transformation phase that distributors find themselves in today requires a new way of thinking about how to develop your business for the long term. He guides you to look outside distribution for insights while also finding new value in your traditional business strengths — such as the value of your personal relationships and how this can be a major differentiator when applied in a digital context.

Every chapter provides an all-important methodology with real-world examples from leading distributors and other thought leaders and innovators, plus innovative tools. Here is a breakdown of what is covered in each chapter:

  • Chapter 1: Enable the Future of Business: This chapter describes how to become the essential partner for helping customers embrace the future of business in the digital age.
  • Chapter 2: Embrace Virtual Markets, Chapter 3: Revitalize the Value Chain and Chapter 4: Reboot the Real World: These three chapters are in-depth explorations of future market scenarios and drive to potentially game-changing business model innovations created through brainstorming with distributor leaders.
  • Chapter 5: Connect. Collaborate. Create: This chapter fills a considerable gap by pressing distributors to build an innovation ecosystem of in-depth knowledge and disruptive services.
  • Chapter 6: Innovate to Dominate: This chapter is a call to action for every distributor to develop a distribution-focused innovation discipline, one that turbocharges distributor business models and leads to sustainable competitive advantage.

Innovation is a team effort and requires a strong culture. The best innovations require engagement and activity at every level of the distributor organization and through multiple coordinated initiatives. To help you drive the ideas and recommendations deep within your company, we’ve included in this study many activities as a template for you to use to design your organization’s work. You’ll find activities specifically for everyone in your organization — Distributor Leaders and Leadership Teams, Next-Generation Leaders and Innovation-Minded Employees, and Managers and Team Members.

Distributors have a massive opportunity to help lead the way for customers and suppliers. If successful, distribution leaders will not only modernize their business model for the digital age, but they’ll become a driving force for revitalizing the value chain and strengthening the entire business sector of our economy.

Let Innovate to Dominate be your essential tool and roadmap for your company innovations. It will help you plan and track your innovation journey and progress so that your business can sustain its competitive advantage in today’s fiercely competitive landscape.

CLICK HERE to check out the NAW Podcast Series: INNOVATE TO DOMINATE!


NAW is launching a series of webinars and podcasts that are sponsored by PROS to help usher in the age of B2B innovation and to explain how Innovate to Dominate can help. To stay in-the-know on this Innovate to Dominate Series, sign up here.

What Distributors Are Saying

“I’ve read every NAW Facing the Forces of Change book since 2006 and am eager to read Innovate to Dominate. I trust NAW as a great source for future-looking research and breakthrough concepts that I can apply to my business to improve our profitability and productivity.”

—Sydney Berry, CEO Co-Owner, Salon Services


“This is a very different Facing the Forces of Change from editions in the past. I like the direction Mark has taken us in this latest edition and what he has researched and written. The questions at the end of each chapter force a lot of thinking and reflection, and that’s precisely what will help distribution leaders. One of my favorite lines that really made me think is: ‘customers are planning their future without you.’ This is a good, practical guide to help every distributor, both big and small. I will buy multiple copies for my team.”

—Mike Medart, President and CEO, Medart Engine & Marine


About the Author

Mark Dancer

Mark Dancer founded the Network for Business Innovation to drive awareness, advocacy and excellence for B2B innovation, and to enable an exchange of ideas between leaders on business transformation, technology adoption, social impact and community engagement. For more than 30 years, Mark has worked with leading companies to achieve go-to-market excellence across a wide range of industries in developed and emerging markets.