Author Kristine Merz’s New Book, Shift: Leading Change with Human-Centered Innovation, Hits Amazon Best Seller List

Drawing on an award-winning career that spans almost three decades, Merz outlines how in business, when leaders move from a corporate-centered approach to a human-centered approach, profit becomes not so much the goal as the consequence of purpose-driven work that meets customers’ needs.

In this thought-provoking book, readers learn that by fusing the physical, digital and biological, successful leaders can design the world around them in ways which never before seemed possible. Instead of simply choosing a way forward, they must design a way forward based on a human-centered approach to innovation. Instead of being reactive, they must be reflective. They need to develop new skills and habits, taking the time to listen carefully to customers, employees and outside partners before taking action. They need to learn new ways of design thinking to ensure the value they create is human-centered. They need to learn how to embrace failure, frustration and change as steps on the path to true innovation.

Merz’s book examines how radical transitions pervade all aspects of life, including the way in which business is done. This was especially true during the pandemic that started in March 2020.  Shift: Leading Change with Human-Centered Innovation is a must read for business owners and managers looking to ensure their businesses adapt and succeed at this most critical time.

In response to the book hitting Amazon’s Best Seller List, Merz stated, “Having people engage with my book and the conversations that have come out of it is what I dreamed of. I welcome feedback and learning from others lived experiences on how we all shift towards equity.”


Kristine Merz is the Founder and President of Orange Square. For the past 27 years, her focus has been on audience-centered marketing communication, brand strategy, brand identity, and business success. As founder and President of Orange Square for the past 17+ years, she is a battle-tested entrepreneur. Her focus has been on B2B companies that are experiencing significant points of change. She uses design thinking and human-centered design methods to help companies move through a brand transformation and design a new way forward.

Merz received a BFA in graphic design from the Rhode Island School of Design. She has been recognized seven times for outstanding brand repositioning by REBRAND 100® Global Awards, the highest, juried recognition for brand transformations in the world. She is a graduate of the Goldman Sachs 10,000 Small Business program.

Shift: Leading Change with Human-Centered Innovation is available on Amazon at:  

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