A sound-the-alarm strategy will get an executive’s attention by alerting them to an imminent company problem and creates a sense of urgency to address it. This strategy is based on getting your executive’s attention by pointing out the ramifications of an emerging and imminent business problem: new competitors are winning over your customers and poised to take the lead. Today, companies are competing on a whole new playing field. Customer demands are changing too fast for most companies to keep up. As the world becomes more digital, traditional companies are being disrupted and are rapidly losing market share to more agile competitors. Modern companies need to rethink how they will adjust in order to survive. In today’s competitive landscape, speed matters. If companies cannot respond quickly—with more agility—they will be left behind.