In their words.

Transform or Die is a great example of applying Appreciative Inquiry methodology (the “other AI”) to the increasing challenges of AI adoption and team collaboration. Russell’s approach embodies the principle that ’the art of asking unconditionally positive questions to surface strengths-in-practice’ can drive organizational transformation. His ’Empower’ pillar particularly reflects our research on building generative capacity.

Ronald Fry, PhDB Charles Ames Professor of Management · Case Western Reserve UniversityOn Transform or Die

Having worked with and coached dozens of Mid-Market CEOs as a Vistage Chair, Russell is the go-to expert on collaboration development for high-performance teams. This book, Transform or Die, captures the step-by-step methodology he’s refined through decades of real-world experience and building a $100MM company. His Human+AI framework will help leaders avoid collaboration development blind spots while reducing the risk from costly AI pilot failures. The key point Russell makes, which I fully support, is that business growth, profits, and success are not about the tech; it’s always about leadership, trust, and effective collaboration.

Sandeep KheraCEO Peer Group Chair & Executive Coach · Vistage and TIGER 21On Transform or Die

The AI age is upon us, and Russell Kern’s new book, “Transform or Die” is a timely and important guide that should be on every leader’s bookshelf. It is a vital tool if leaders expect to drive the success of their teams in this new environment. Russell’s vast experience, business insights, and passion for people and teams are the essential foundation for this provocative and practical book.

Thomas M. Doolittle, Ph.D.Human Resources and Executive Coach · Former CAT Global HR LeaderOn Transform or Die

Leaders are facing the most significant shift in their business and careers because of AI. At the same time, they are also presented with the most significant opportunity. Russell Kern provides strategies and frameworks that help leaders prepare their teams and organizations to outthink, outpace, and outprofit their competition based on decades of leadership experience.

Andreas WelschFounder & Chief AI Strategist · Intelligence BriefingOn Transform or Die

In an era where AI is reshaping every industry, this book cuts through the noise with uncomfortable truths about why most organizations are failing to adapt. Russell doesn’t just identify the myths that keep teams stuck in outdated thinking. The K.E.R.N. Framework provides a practical roadmap for building the kind of human-AI collaborations that will separate thriving organizations from those left behind. Essential reading for any leader serious about their organization’s survival in the AI age.

Joretha G. JohnsonCEO · Advanced Transformational TechnologiesOn Transform or Die

Artificial Intelligence is not the end of something, but the widening of the canvas. As Transform or Die makes clear, the organizations that thrive will be those that treat AI as a partner in discovery, an ally in expanding human potential, not diminishing it. Russell Kern reminds us that reflection, more than reaction, is the leader’s most powerful instrument. Transformation is less about defense against change, and more about the courage to embrace it fully.

Gerald A. BaggCo-Founder · Quigley-SimpsonOn Transform or Die

Continuous business growth always requires people who are willing to embrace that change is the only constant in our industry (and life). Yet that change for the good of business and its people can only be accelerated if leadership is willing to transform the business regardless of their past successes.

Russell with over 40 years as an entrepreneurial CEO has never stopped embracing change with a willingness to adapt his perspective on what is right for today and tomorrow thereby not by relying on the past.

A real gift which very few experienced CEO’s have or willing to embrace. As such he is perfectly placed to embrace the value of human + AI to create sustainable growth.

Marco ScognamiglioStart Up Growth Advisor for People-Based Businesses · Former Global CEO of RAPP WorldwideOn Transform or Die

Nature shows us that anything not growing is dying or already dead. The same principle applies to you and me. We MUST grow! It is the nature of life.

Russell Kern has grown many businesses, and he can expertly guide yours too. I know and admire him as a business leader and a veteran corporate executive. I also consider him a friend. Read this book in pieces. Apply what you’ve learned, then read some more. You’ll grow!

Jim Cathcart, CSP, CPAEMentor to Professional Experts · CEO of Cathcart.comOn Transform or Die

Russell has been an extraordinary business leader, entrepreneur, and friend. He built a thriving agency that he later sold to Omnicom, where I had the privilege of working alongside him for several years. His passion for leadership consistently inspires those around him and brings out the very best in every colleague and partner.

Robert G. HorvathPresident · D’AddarioOn Transform or Die

Russell is one of those guys people want to work for - not for the money but because of who he is, and how he is. If anyone knows how to build, and get the best from, from teams, it’s him. I know this because I’ve had the pleasure of working for him, and look forward to the next opportunity to do so. I’ve seen him attract talented people and turn them into a happy, highly effective team. There is much to learn from his experience and approach.

Sean RichesDirector · Erskine, Nash AssociatesWorked for Russell

Having seen Russell grow his business from a start up to a thriving multi-million dollar company, the secret sauce that Russell always brings to leaders is unabated honesty about what he sees, good or bad, in their business. Whether it relates to his own services or not, leaders from the many Fortune 500 clients he works with have trusted Russell’s counsel for years. That kind of ego-free, drama-free, agenda-free advice is why his clients stay with him no matter how big or small their business or their challenge.

Camilla Grozian-LorentzenFounder & CEO · Lorentzen MarketingOn working with Russell

True business growth comes when marketing teams work in lockstep, aligning strategy, creativity, and execution across every channel. When collaboration is strong, we’re able to accelerate brand impact, shorten go-to-market cycles, and drive measurable ROI. Throughout his storied career, Russell has a track record and proven frameworks to break silos, optimize processes, and unlock the full potential of any team’s collective talent.

Craig ListerChief Marketing Officer · National Wireless CarrierOn working with Russell

Russell is one of those rare leaders who has a CEO side hustle of rapidly democratizing the new knowledge he has gained to accelerate his colleague’s success. He provides practical strategy to execution frameworks that are timeless in their application through decades of industry change and technology innovation cycles.

Michele B. WeberCMO/VP of Marketing · B2B Tech IndustryOn working with Russell

Russell and I have known each other for years. He has consistently been an incredible sounding board of ideas. His years of managing businesses across a variety of teams yields tremendous insight and experience. These have proven valuable to me as I tackle a plethora of challenges across diverse areas. The common connection Russell brings together in his work and in his book is people; how to connect, inspire and help each person to thrive.

Matt FrankelDirector of Assay Research · Global Medical Diagnostic and Pharma ManufactureOn Transform or Die

I have known Russell for over 20 years and had the privilege of working closely with him for many of those years. He is a true entrepreneur, always seeking innovative ways to drive efficiency, foster collaboration, and unlock value for teams of all sizes. His forward-thinking approach and deep expertise make him an invaluable resource for any leader looking for new ways to achieve success.

David AzulayGlobal Business Lead · World’s Largest Ad Agency Holding CompanyOn Transform or Die

I’ve known Russell for decades, and he’s consistently been the most focused, driven, and insightful person in any room. His depth of understanding, especially in emerging technologies, is unmatched. If he’s coaching CEOs on AI strategy, then I am confident his book is a must-read.

Brian JohnsonPartner · Vanguard IPOn Transform or Die

Russell has the rare ability to translate decades of leadership into practical, actionable insight, which has changed how I think as a leader. As he has done his entire career, this book combines vision and practical frameworks to prepare teams for the future without losing focus on what really drives results, people.

CJ ForseFounder & CEO · VulgarOn Transform or Die

I feel like an immigrant to the 21st century. So much has changed and continues to change faster each year. How do we stay relevant? I am inspired by your enthusiasm for artificial intelligence and your ability to synthesize and explain its complexities.

Charles Darwin says that the species with the highest probability of survival is the one that adapts the fastest - not the smartest or the strongest. You show us the opportunity in the uncertainty by embracing radical technology, surrounding yourself with young professionals, keeping your sense of purpose and by staying curious.

There are many jewels in the mouth of the dragon. Your book is an instruction manual and a way forward adapting to change. When I was just starting out you handed me a signed copy of “The Richest Man in Babylon.” “Transform or Die” will be right beside it in my bookshelf. Both highlight your strength as a natural teacher, leader, and mentor. Bottom line. Go fast. Take chances.

Rob PasnauManaging Director · DMG Exports, INC. (Raleigh Bicycles USA and Latin America)On Transform or Die