Business As UNusual

"Business as UNusual" by Dennis Akkerman isn't another generic leadership book - this one actually delivers. Akkerman gets what's broken with how most companies are run these days, and he's not afraid to point it out. He clearly knows his stuff when it comes to what modern leaders actually need to do.

The book dives into nine core areas - lead, purpose, market, people, money, tech, risk, change, and planet - and what I loved most is how practical it all feels. Akkerman doesn't just tell you to "be transformational" and leave it at that. Instead, he walks you through this StepWise framework that actually makes sense. It's like having a conversation with someone who's been in the trenches and figured out what actually works versus what looks good on PowerPoint slides.

His take on purpose-driven leadership particularly hit home for me. He argues that purpose isn't some fluffy, feel-good concept - it's a strategic asset that leads to better financial performance. The data backs him up too; companies with strong purpose outperform the market by 42%. But beyond the numbers, his point about business needing soul really resonated. When everything feels uncertain and chaotic, having a clear purpose becomes your north star.

What I appreciated is how he doesn't sugarcoat things. The book acknowledges that transformation is messy, uncomfortable, and requires letting go of what used to work. His framework moves from "business as usual" through "business in transition" to "business as UNusual" - and yeah, that middle phase being labeled "uneasy" is pretty honest. He's not pretending this stuff is easy.

The reflection questions scattered throughout each chapter aren't just filler. They made me pause and actually think about my own leadership blind spots. Plus, his personal anecdotes - like hitting rock bottom when both his marriage and startup failed in 2016, and the struggles during COVID when his business came to a complete standstill - make the whole thing feel authentic rather than academic.

This is Part 2 of his Leadership Trilogy, and honestly? I'll probably pick up Part 1 after this. If you're a leader trying to figure out how to navigate today's messy, unpredictable world without just reactive firefighting, this book is worth your time. It's not going to give you all the answers, but it'll definitely make you ask better questions about your business.