Business As UNusual

In a world where change is the only constant, most leaders find themselves trapped between knowing they must transform and actually making it happen. Business As UNusual is your go-to guide for leaders ready to break the status quo and lead with impact in uncertain times.

At the heart of the book is the StepWiseTM framework—a practical and holistic model built on decades of global transformational leadership experience and backed by the latest research and case examples. You’ll discover 7 powerful steps to level up every aspect of your business by creating an environment where people thrive in the face of uncertainty and change. This book is full of thought-provoking questions, unconventional ideas and practical tips to apply in your own business. You’ll start to see the future as a great opportunity rather than a big question mark.

The world needs transformational leaders now more than ever before. This book is written for people who want to make a positive difference for themselves and for others. People who create opportunities. People who inspire and connect. Are you one of them?

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From John Spence's foreword:
"Transformation is not optional. Dennis makes it clear that clinging to old ways of working is a losing strategy. The world has changed and it will keep changing. What worked yesterday may not work today or tomorrow. That’s not rhetoric. It’s reality. Leaders must let go of what no longer serves, face uncertainty with clarity and embrace a new way forward. This book doesn’t just explain why transformation is needed, it shows you how to lead it."

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Praise for Business As UNusual:
“In his excellent book Business as Unusual, Dennis Akkerman offers practical strategies for navigating transformation in uncertain times. Written by the True Master of Transformation, this book is a must-read for anyone aiming to thrive in a rapidly changing world.” – Dr. Oleg Konovalov, Global No.1 Thought Leader in Visionary Leadership, United Kingdom

“This book could not have come at a better time, with the current uncertainty in the world around us. How do organisations and leaders stay on course in this turbulence? Business as Unusual provides clear insights into all aspects of (unusual) leadership. Very insightful and practical!” – Doede Vierstra, Chairman Supervisory Board Stedin NV, the Netherlands

“This jewel in your hands approaches business transformation from a holistic angle. It is Part 2 of Dennis Akkerman’s Leadership Trilogy. Read it, absorb it, use it! Immerse yourself, enjoy!” – Reinier Starink, Partner Cerah Associates, Associate Professor Universitas Negeri Malang and Guest Lecturer Porto Business School

"Reading Business as UNusual reminds us that real leadership starts with purpose. When you lead from within, everything changes; from your team's success to a marketing strategy that truly connects." – Regina Ong, Coaching Culture International, Malaysia

"Business as Unusual is an excellent read and a refreshing reminder for leaders to ground themselves in their journey of leadership. Dennis Akkerman's book, along with his earlier work, The Naked Leader, resonates deeply with my experiences in business transformation.” – Humayun Habib, Director Finance, Cargill Food APAC, Chairperson, ASEAN Chapter of ICAP Members

"Business as UNusual is a wake-up call for every leader stuck in yesterday’s logic and comfort zones that no longer meet the moment they are in. It’s a sharp, timely reminder that relevance is re-earned every day through purposeful action, adaptive thinking, and resilient leadership. This book challenges us to use uncertainty to lead from a place of vision, not reaction. For those committed to building leadership that moves people and your business, this is your blueprint." – Amy J. Clark, Founder, Growth Minded Leadership, United States