Disruption in Action

Tech is changing the world, and large organizations are adapting on the fly. But why do most digital initiatives crash?

Disruption in Action reveals how to take on digital and win. It tells seven company stories, covering the high-level strategy through to the operational nitty-gritty, all based on the authors’ inside experience as Europe’s leading digital transformation experts. They take a unique fictionalized approach to dig deep into not just the tech, but also the people side of change, which is always where the real complexity lies.

Told with striking insights, practical lessons and sparkling wit, this is essential reading for any leader looking to understand digital and shape the future.


Praise for Disruption in Action

‘This outstanding book shows how companies can transform themselves to become future-ready.’
– Mark Schneider, CEO of Nestlé

‘If you want to see how to make disruption work, this book has many of the answers.’
– Nancy McKinstry, CEO of Wolters Kluwer

‘Tackles this most complex and relevant topic with tremendous in-depth knowledge.’
– Dolf van den Brink, CEO of Heineken

‘Reads like a novel, but with real situations and brilliant insights.’
– Prabha Parameswaran, Group President at Colgate-Palmolive

‘The most enjoyable business book I know and, at the same time, the most detailed display of real experience.’
– Dick Boer, Former CEO of Ahold Delhaize

‘Business wisdom is often best imparted in parables. Disruption in Action does just that … The companies are fictional but their problems – and the authors’ solutions – are very real.’
– Martin Vander Weyer, Business Editor of The Spectator

About the authors

Alexandra Jankovich and Tom Voskes are co-founders of SparkOptimus, Europe’s leading digital strategy consultancy. They regularly advise large multinationals such as Nestlé, eBay, Nike, Henkel, ING and many others on digital transformation. Over the past 12 years, they have gained unparalleled experience into the ‘why’ and ‘how to’ of digital. They are co-authors of the bestselling book Make Disruption Work (2018).

Alexandra started at McKinsey & Company, then held a number of senior digital management positions across the US and Europe. She features in influential lists like TheNextWomen100 and the InspiringFifty, NL.

Tom started in astrophysics, before also working at McKinsey & Company, and then heading marketing at Maxeda. He is co-author of ‘7 Key Principles to Govern Digital Initiatives’ published by the MIT Sloan School of Management.

Adrian Hornsby is an award-winning writer. Books include The Good Analyst, a ground-breaking study of social impact measurement, and The Chinese Dream, an investigation into the rapid urbanization of 400M people. His work in the theatre includes As Big As The Sky, an opera made with Chinese artist Ai Weiwei and Dutch composer Arnoud Noordegraaf.