The Transformation Code: How to really transform customers, organisations, yourself
Most transformation hype is a fairy tale. So is the myth of doing it wrong.
After thirty transformations influencing over 500 million customers, Alain Thys spent seven years outside the corporate echo chamber – learning with neuroscientists, psychologists, theatre makers, even tarot readers. What he uncovered was a hidden formula behind every lasting, profitable change:
Δ = S × R × F – Story × Resonance × Flow.
The three forces that separate real transformation from expensive theatre.
It demonstrates transformation is both easier and harder than we think:
Easier, because customers and organisations change all the time.
Harder, because the moment we try to control it with toolkits, roadmaps, and marketing hacks, it dies.
This book speaks directly to the challenges leaders face today, showing you how to transform:
Customers – so your business is ready to thrive in the transformation economy
Organisations – so your teams turn strategy into lived action
Yourself – so you can lead without losing your sanity
From Japanese janitors becoming passenger guides, to a global CMO transforming his business by asking one simple question – "What about the customer?" – the stories reveal how transformation really works, in customers, organisations, and in yourself.
The Transformation Code is not another toolkit or change management book. It's a lens to make real organisational and customer change happen. A way to move beyond incrementalism – and create transformations that endure. For customers. For organisations. For yourself. And for the world.
Includes an online companion with further thoughts, tools, and templates for leaders who want to explore the Code in practice.
