Book Title:  Upside – Profiting from the Profound Demographic Shifts Ahead
Author:  Kenneth W. Gronbach
Publisher:  AMACOM
List Price:   $27.95 USA
Format:  Hard Cover, 276 pages
Publication Date: 2017
ISBN: 978-0-81443-469-7
Reviewer: Jennifer Arroyo, PMP
Review Date: August 2017



The author, Kenneth W. Gronbach, is a terrific keynote speaker and nationally recognized writer, expert and futurist in the field of Demography and Generational Marketing.

Demographic trends are powerful forecasters. Demographic trends influence organizational business strategy dealing with stakeholders in HR, Health Care, Demands for Energy and Technology, Business development, Marketing Communications…, and other aspects of project management.

Gronbach provides insights about the science of Socio-Demographic changes and actionable information on how these changes can have a major impact on organizations and managers.

Overview of book’s structure

This book first summarizes the science of demographics as “Wherever people are, they are always making a demographic impact…and distinct population groups and shifts in population size significantly impact the world around them.”

Gronbach divided the book into two main sections and showed us how he interprets the demographic numbers from the demand side and the supply side of the equation.  He leads us through different generations, markets, and products and focuses on the impact of demographics.  He mines the demographic data to bring to the readers some revealing facts with graphs, charts, and case studies in every chapter. Based on the insights Gronbach takes the next step to provide actionable approaches for reader’s own needs. In the final section he provided current demographics & trends about some specific geo-regions in the world and a few select countries as a quick demographic assessment of the rest of the world (ROW).

The detailed key features delivered by this book in each chapter include:


To read entire Book Review, click here

About the Reviewer

Jennifer Arroyo, PMP 

Texas, USA


Jennifer Arroyo, MBA, PMP,
Realtor® received her M.B.A. degree in Marketing from State University of New York at Albany.  Jennifer joined PMI’s Dallas Chapter in 2015.

Ms. Arroyo has more than 10 years of project management experience in the Multi-unit retail business, Multi-unit residential investment, and Financial Services industries. She works as an Associate Broker, affiliated with Keller Williams Realty, specialized in Residential | Commercial & Investment entrepreneurship PPM in Dallas TX.  With her diverse international and industry-specific PM leadership experiences, Ms. Arroyo is passionate about helping entrepreneurs and business clients achieve branding goals and ROI Growth.

Keller Williams, the world’s largest real estate franchise by agent count, had the most firms on the REAL trends 500, according to the annual ranking and reporting published by REAL Trends, Inc.  Founded in 1983, it grew from a single office in Austin to approximately 700 offices and as of Nov. 2016 with over 150,000 associates worldwide. It’s an Inc.5000 company and has been recognized as one of the highest rated real estate companies by numerous publications, including Entrepreneur Magazine and Forbes.  The franchise, collectively, handled more than $178 billion in sales, up 27%, and 645,000 transactions, up 21% over year 2016.

Jennifer volunteered and served as supporting Book Review Coordinator of the professional development and social media marketing initiative. She also facilitates the Early Childhood Bilingual gogosmartmom e-Learning program designed for Homeschooling Moms originating in Taiwan, Republic of China.

Contact Jennifer Arroyo via [email protected]  or 972.372.4043


Editor’s note:  This book review was the result of a partnership between the publisher, PM World and the PMI Dallas Chapter. Authors and publishers provide the books to PM World; books are delivered to the PMI Dallas Chapter, where they are offered free to PMI members to review; book reviews are published in the PM World Journal and PM World Library.  PMI Dallas Chapter members can keep the books as well as claim PDUs for PMP recertification when their reviews are published.  Chapter members are generally mid-career professionals, the audience for most project management books. 

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