Be Unshaken: Dr. Tiffany Brandreth Reveals the Hidden Reason 90% of Purpose Driven Leaders Fail
Be Unshaken: Dr. Tiffany Brandreth Reveals the Hidden Reason 90% of Purpose Driven Leaders Fail — and the Framework the Top 10% Use to Transform Themselves and Their Companies
Dr. Tiffany Brandreth, organizational psychologist, transformation strategist, and one of the few advisors granted behind-the-scenes access to C-suite decision rooms, announces the release of her groundbreaking new book, Be Unshaken: How the Top 10% of Leaders Transform Themselves and Their Companies in Pivotal Moments.
Unlike conventional leadership books that repackage familiar ideas and predictable leadership themes, Be Unshaken is drawn from over two decades of her firsthand, NDA-protected work inside executive rooms—spaces where leaders are tested on what they truly value, where unfavorable information can be concealed without consequence, and where they make the decisions that reveal whether they remain committed to change or revert to self-preservation.
The book exposes the overlooked truth driving leadership failure: Leaders don’t fall short because they lack capability — they fail in the split-second crossroads where self-preservation overrides purpose. Only 10% rise in that moment to serve a mission greater than themselves.
A Revealing Look at Leadership Few Have Ever Seen
Be Unshaken uncovers:
- The pivotal moment where ego, identity, and fear collide with purpose—and why most leaders retreat.
- The three rare characteristics of transformative leaders — principles, truth, and transparency — and why truth is the greatest threat yet the most essential to breakthroughs.
- The “Death Zone” of change, the most challenging place where 90% of culture and personal change efforts collapse.
- The four purpose-driven archetypes found inside every executive team, and why only one drives real transformation.
- The 5x5 Framework her proprietary model that predicts in real time whether a leader’s decisions, interactions, and choices will compromise outcomes—eroding trust, relationships, or progress—or create meaningful change.
“Every leader meets a crossroads. Not once, but many times. There is always a moment when safety competes with significance, when protecting what is feels easier than stepping into what could be. We celebrate purpose-driven leadership, but we have never examined the limitations of being purpose-driven — especially when truth threatens position, relationships, power, or favor. That moment is what I call the Death Zone, the most turbulent and contentious part of change where the pressure to retreat is overwhelming. 90% of purpose-driven leaders turn back here, abandoning the very mission they set out to champion. But the top ten percent go through it, and that single choice is what sets them apart. Your legacy isn’t defined by the moments that are easy — it’s defined by what you choose in the moments that demand courage over comfort.”
Be Unshaken is available on Amazon and through her official site at: BE UNSHAKEN
Unshaken book website: www.drtiffanybrandreth.com/beunshaken.
For more information, visit www.drtiffanybrandreth.com.
About Be Unshaken:
Most leadership books tell you what great leaders should do. This book exposes why they don’t. Leaders with power often feel powerless to speak the truth because the consequences for doing so are real. That’s why 90% of purpose-driven leaders abandon their purpose the moment truth threatens their position, relationships, power, or favor.
Be Unshaken reveals the part of leadership no one talks about — the hidden limitations of being purpose-driven, and the pivotal moment when leaders walk away from the higher mission they set out to champion. It exposes the exact moment leaders retreat from scale, growth, or meaningful change because comfort, stability, and self-preservation feel safer than the truth required to move forward.
This book gives leaders the precise framework the top 10% use to choose significance over safety, uphold their purpose under pressure, and transform themselves, their teams, and their organizations.
About Dr. Tiffany Brandreth:
Dr. Tiffany Brandreth is an organizational psychologist and one of the few advisors with behind-the-scenes access to executive boardrooms, where ego, power, and decision-making intersect. For more than two decades, she has worked under strict NDAs guiding C-suite leaders through the moments that determine whether they uphold a higher purpose or retreat into self-preservation. Her vantage point across Fortune 500 companies, global enterprises, government agencies, and mission-driven organizations has revealed the hidden reason 90% of change efforts fail — and what sets the top 10% of leaders apart.
A leading authority on power dynamics, executive behavior under pressure, and culture transformation, she helps leadership teams confront avoided truths, align decisions with values, and lead at the level of performance, responsibility, and aspiration their roles demand. Her 2025 TEDx Talk, “When Truth Confronts Purpose-Driven Leaders,” distills her original NDA-protected research on the pivotal moment where most leaders retreat — and the few who rise and transform themselves and their organizations.
Dr. Brandreth’s work redefines what it means to lead with purpose and exposes the pivotal behavioral split that separates leaders who preserve the status quo from those who create lasting change.
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