Who needs to read this book? You do! You have a senior position in your organization. You’re either a manager, a CEO or another C-whatever-O and you get to decide things. Or your colleagues perceive you to be such a person. You’re comfortable with this. It’s what you do. You manage things. You’re good at it: you’ve done it for years. Or maybe you’re not quite the top dog, but the top dog has asked you to be in charge of the emergency response plans and the first responders of your organization. Or one of the above persons has appointed you to be part of the organizations’ crisis management team. Then this book is for you. If you think that crisis cannot happen to your organization, or that you’ll probably manage just fine without any preparation, this book is especially for you. The most common mistake is that you think: “OK. I manage things. It’s what I do. I can fix this”. Yes, during day to day business you can. You’re good at it. But this is not day to day business. Your business just got turned ‘upside down’. Read this book. You’ll become the steady rock in the turbulent waters that are about to overwhelm your organization.