Dennis Akkerman’s Business as UNusual is more than a business strategy book. It is a manifesto for transformation in an unpredictable world. Akkerman, known for his earlier work The Naked Leader, continues his exploration of authentic leadership but takes it to a much broader and bolder level. Where The Naked Leader focused on self-awareness and personal transformation, Business as UNusual expands that journey into the realm of organizational and societal change.
Amazon: https://www.amazon.co.uk/Business-UNusual-next-level-transformation-Leadership/dp/B0FR8R2DR1
Author Website: https://dennisakkerman.com
Goodreads: https://www.goodreads.com/book/show/241677341-business-as-unusual
This book is both philosophical and deeply practical. Through the StepWise Leadership Framework, Akkerman guides readers from self-leadership to visionary and even transcendental leadership. Each chapter is filled with thought-provoking insights and reflective questions that challenge leaders to move beyond old habits and embrace transformation with courage and clarity. His writing feels lived, grounded in years of leadership experience and personal reinvention.
At its heart, Business as UNusual is about purpose. Akkerman argues that true leadership is not about control or hierarchy, but about creating meaningful impact. He shows how purpose and profit can coexist and even strengthen each other. His frameworks, such as the Purpose Full Circle model, bring structure to ideas that might otherwise remain abstract. What emerges is a complete blueprint for leading with authenticity, empathy, and vision.
The book also stands out for its emotional intelligence. Akkerman speaks to the human side of business, reminding us that transformation is not just strategic, but deeply personal. He weaves lessons from business, psychology, and life experience into a single, cohesive narrative that inspires reflection and action.
Business as UNusual is the kind of book that rewards patience. It is not a quick read, but it is one that stays with you. Akkerman challenges leaders to slow down, think deeply, and lead differently. The result is a work that redefines what success and sustainability mean in leadership today.
For founders, executives, and purpose-driven professionals, this book is essential reading. Together with The Naked Leader, it forms a powerful leadership trilogy that moves from self to system, from intention to impact. Akkerman’s message is clear: in a world that keeps changing, the real transformation begins within.