The business world doesn’t need more strategies — it needs more self-aware leaders. Business As UNusual by Dennis Akkerman is a powerful reminder that transformation starts where ego ends. It’s not a manual for profits; it’s a manifesto for purpose-driven leadership in a world that refuses to stand still.
Why This Book Stands Out?
What makes this book unique is its holistic approach. Rather than focusing on quick fixes or corporate strategies, Akkerman explores transformation from the inside out. He believes that real change begins with the leader’s mindset—before any external transformation can take place. Through his StepWise™ Leadership Framework, he maps out seven levels of leadership growth, from self-awareness to self-transcendence.
Reading through it, I found myself pausing often to reflect. The book doesn’t hand out ready-made solutions; it asks deep, sometimes uncomfortable questions. It invites you to hold a mirror to your own leadership, to confront your blind spots, and to redefine what success means in a changing world.
Purpose Over Profit
One of the most striking ideas in Business As UNusual is that purpose is the soul of a business. Akkerman’s belief that “Purpose > Profit” isn’t just an inspiring slogan—it’s a practical truth. He explains how companies that operate with genuine purpose outperform their competitors because they create loyalty, innovation, and meaning that money alone can’t buy.
He shares real examples—from Ben & Jerry’s to Apple—to show that when purpose drives decisions, businesses naturally create long-term value. This isn’t about charity or branding fluff; it’s about aligning business strategy with human values. As someone who deeply believes in mindful and heart-centered entrepreneurship, this message resonated strongly with me.
Lessons for the Modern Leader
Akkerman’s writing blends philosophy with practicality. He explores how self-awareness, empathy, and adaptability are no longer “soft skills” but the very foundation of sustainable success. His reflections on “The Ignorant Leader” reminded me how dangerous it is to lead without self-reflection. The anecdotes—from corporate failures like Nokia to personal stories from his own journey—make the lessons both real and relatable.
The book also dives into how technology, finance, and marketing are evolving, but what ties everything together is a single thread: leadership is human. The way we treat people, manage change, and balance profit with purpose defines whether our businesses merely survive or truly matter.
A Guide for Our Times
In a world filled with uncertainty and disruption, Business As UNusual is both timely and timeless. It challenges us to replace fear with vision, control with trust, and short-term reaction with long-term wisdom. This book isn’t just for CEOs—it’s for anyone who wants to make a meaningful difference through their work.
It reminded me that transformation isn’t an event; it’s a journey. One that begins with courage, honesty, and the willingness to see things differently. As Akkerman beautifully puts it, “Being is always becoming.”. The book is available for purchase on Amazon.
About the Author
Dennis Akkerman is a global leadership coach, entrepreneur, and founder of Orbis Business School. With decades of experience helping leaders and organizations navigate transformation, he brings a rare mix of wisdom and practicality. Business As UNusual is the second part of his Leadership Trilogy, following The Naked Leader. His work focuses on purpose-driven transformation, conscious leadership, and building businesses that create lasting positive impact.
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