Jonathan MacDonald - Powered by Change: How to design your business for perpetual success

When the winds of change blow, some people build walls and others build windmills.

Chinese proverb

Praise for

Powered by Change

In the modern world change is the only constant, but few companies and leaders have any clue how to deal with this reality. This book gives them more than a clue. It gives them an entire route map.

Mike Butcher MBE, Editor at Large, TechCrunch

Jonathan is one of the smartest and most knowledgeable experts on technology, business strategy, and, importantly, the changes which are happening across every aspect of human society. His passion, expertise, and ability to take complex issues around change and simplify them into a profound piece of advice is unparalleled. Embracing change is one of the greatest strengths you can have in today's crazy world, so stop what you're doing and start reading it now!

Craig Hepburn, Global VP Digital Transformation, Tata Communications

Jonathan brilliantly captures the essence of change and our changing business landscape; leaving us all talking about building windmills!

Linda Johnson, Chairman Guernsey Branch, Institute of Directors

Powered by Change is that rare thing. A business book that does something other than take one idea and rework it ad infinitum. Not only is the book stacked with compelling and original insight, there is practical advice on how to put the insight into practice in both a professional and personal context. Its a wonderful book that should stay close to the side of anyone who wants to be a rare thing themselves; someone embracing the furious pace of change in the world and putting it to work for advantage.

Geoff Morley, Global Sales & Marketing Director, Nexo

Jonathan MacDonald is brilliant. I highly recommend his strategies to any organization that wants to achieve long-term success in today's fast changing business world. I'm a firm believer in making learning fun, and am impressed with how masterfully Jonathan weaves humorous stories together with practical examples to generate thought provoking ideas and unique insights.

US Memory Champion, Chester Santos, author of Instant Memory Training for Success

I have worked with Jonathan on a number of projects over the last few years. These have ranged from working with small teams to challenge their mindset of change through to global regional leaders taking on the headwinds of business change. Every time his tailored, thought provoking, and dynamic approach never fails to create a positive impact. He certainly knows his stuff and always inspires me to build windmills...

Sally Hayes, Engagement & Live Event Specialist

Powered by Change

How to design your business for perpetual success

Jonathan MacDonald

www.nicholasbrealey.com

First published in 2018 by Nicholas Brealey Publishing

An imprint of John Murray Press

An Hachette UK Company

Jonathan MacDonald 2018

The right of Jonathan MacDonald to be identified as the Author of the

Work has been asserted by him in accordance with the Copyright,

Designs and Patents Act 1988.

Design by Craig Burgess

Illustrations by Dave Birss

All rights reserved. Apart from any use permitted under UK copyright

law no part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means without

the prior written permission of the publisher, nor be otherwise

circulated in any form of binding or cover other than that in which it is

published and without a similar condition being imposed on the

subsequent purchaser.

A CIP catalogue record for this title is available from the British Library

Hardback ISBN 978-1-473-66558-3

Trade paperback ISBN 978-1-473-66598-9

Ebook ISBN UK 978-1-473-66600-9

Ebook ISBN US 978-1-473-66934-5

Nicholas Brealey Publishing

John Murray Press

Carmelite House

50 Victoria Embankment

London, EC4Y 0DZ, UK

Tel: 020 3122 6000

Nicholas Brealey Publishing

Hachette Book Group

Market Place Center, 53 State Street

Boston, MA 02109, USA

Tel: (617) 263 1834

www.nicholasbrealey.com

www.jonathanmacdonald.com

Contents

About the Author

Image by dantaylorphotography.com

Jonathan is an inventor, investor, business strategist, and internationally acclaimed speaker. As one of the worlds most in-demand thought leaders, he is trusted by the senior executives of well-known global companies including Google, Microsoft, Apple, P&G, Unilever, Nestl, Lego, Heineken, and IKEA to translate the benefits of perpetual change into invaluable business insight and personal success. Jonathan is a contributor to numerous publications including Googles Think Insights, Forbes , and the British Airways Business Life magazine. He is the founder of the Thought Expansion Network ( http://ten.io ), Chief Strategy Officer of Moneycatcha Pty Ltd ( http://mcatcha.com ), and involved in a number of exciting projects that are proudly powered by change. To book Jonathan to speak at your event please contact Miriam Staley at ms@ten.io, or for more details about his latest activities please visit: http://jonathanmacdonald.com.

Foreword

What I have to say is most likely not relevant for you. And you have a lot of time, announces Jonathan MacDonald with the ambiguity of English irony.

The stage is set. The large, confident crowd is buzzing with anticipation. High expectations. Lights on. Enter Jonathan MacDonald. Eyes gleaming with an intensive glow. Mad curly hair. A smile that is hard to read, indicating that the fun is about to begin.

After a highly impactful start to his keynote speech delivering many examples of how big, well-established, never-can-die companies had to humble themselves and close shop in the face of the new kids on the block, Jonathan reminds us again, This is unlikely to be relevant for you. And you have a lot of time.

Now, however, the sense of comfort is evaporating quickly.

Then we are off into a session of deep insights on the art and power of disruptiveness, delivered fast and furiously yet balanced with a contagious and ever-present sense of humor. For the grand finale, Jonathan delivers a section called this-is-how-I-would-disrupt-you. Scary. He pauses and then gives the following conclusion: This was probably not relevant for you. And you have a lot of time.

Lights out. The end. Or... a new beginning?

Our company is big. Youve probably heard of it! Its built from a commitment to our visionour purpose to create a better everyday life for the many people . Theres just an incredible power in the word better. Whether good or bad, things can always get better. Better inspires movement. There is a tremendous dullness and risk in the word best. Best is so often the beginning of the end. Thats why the minute after celebrating an achievement we like to turn to the question: What could we do much better next time? This vision aspires to both make things happen today and requires the courage to build ever so slowly for big things tomorrow.

Our company was to become one of the unique business models of the last century built from the ground by Ingvar Kamprad, one of the great entrepreneurs of our time. The recipe consists of a meaningful vision, a crystal-clear but hard-to-achieve business idea, an integrated value chain, and a set of humanistic values that, even if sprung from the deep forests of southern Sweden, have an appeal that travels well. Perhaps most important of all, at its heart is a group of highly motivated, optimistic entrepreneurs with a deliberately nave approach to everything. Built to last forever.