This is a book about the Phoenix, about those companies that – just like the mythical bird – are able to rethink themselves in cycles: time and time again they rise from the ashes of the old, and come out stronger than ever before. They are the Walmarts, the Volvos, the Disneys, the Apples, the Microsofts, …

The Phoenix and the Unicorn will be released at the beginning of March 2020. Book  can be pre-ordered as from now.

Unicorn start-ups are brilliant. But, let’s be honest, very few of us will become, found, or work for one. Most of us are connected to large companies that struggle to keep themselves relevant for the ever-changing customer. That’s why this book is about a creature that’s just as magical but perhaps offers a more realistic inspiration: the Phoenix. These are the companies that – just like this mythical bird – are able to rethink themselves in cycles: time and time again they rise from the ashes of the old, and come out stronger than ever before. They are the Walmarts, the Volvos, the Disneys, the Apples, the Microsofts, the Ping Ans, the Assa Abloys and AT&Ts of this world.

This is a book is about these Phoenixes. It's about understanding what is happening in a world of constant change. It’s about observing and trying to learn from the Unicorns. But primarily, it tells the story of how companies can ACT on their Day After Tomorrow, and how they can apply innovation as an antidote to a radically changing environment. It doesn’t just zoom in on WHAT you need to do in order to innovate, but also on HOW you can make innovation a reality in your organization.

From the deceivingly simple Hourglass model, to the types of innovation, company culture, organizational disruption, platforms, customer experience, organizational structure and many inspiring innovation cases: if you are working in a traditional business or market, this book will help you reinvent yourself like a Phoenix.

Readers say ...

Johan Thijs

"If Peter Hinssen has to single-handedly drag the managers of today’s companies into the innovation of the 21st century, he will. Whereas in his previous books Peter shared his vision and described the mindshift needed to be successful the day after tomorrow, “the Phoenix & the Unicorn” is his practical guide to do so. Combine your ‘deep learning skill’ with all the examples in Peter’s book, and your company will be the Phoenix of tomorrow."

Johan Thijs
CEO - KBC Group
Peter Weill

"Peter Hinssen has a rare gift to both help us imagine the future and the journey to get there. This very engaging book is full of great stories, simple but helpful models and motivating as well as cautionary tales - all told with a deft touch and optimistic bent.  Reading the book you will feel in safe hands. When you are done reading then it’s ‘your turn‘ to step up and create your own company’s ‘Day after Tomorrow’."

Dr. Peter Weill
MIT senior research scientist and Chairman MIT CISR - MIT
Carlota Perez

"Paradigm shifts are not easy but there are times, like now, when they are essential. This book is an amazingly clear roadmap to succeed in the advanced Information Age by modernizing big organizations, be they private or public. And it’s a pleasure to read!"

Carlota Perez
Author of Technological Revolutions and Financial Capital: 
The Dynamics of Bubbles and Golden Ages
Julian Birkinshaw

"In the Unicorn and the Phoenix, Peter Hinssen provides a much-needed playbook for big established companies as they try to adapt to the new normal of digital disruption. It is a timely and important book. In his trademark style – insightful, playful and irreverent – he provides vital practical advice on how to ride the waves of creative destruction."

Julian Birkinshaw
Professor and Deputy Dean, London Business School
Thomas Leysen

"Established  corporations don’t need to be 21st century dinosaurs. Some already have successfully transformed themselves, some are right in the middle of doing so - and others really need to get started. Peter Hinssen challenges us all to go faster, deeper and further in this process of reinvention."

Thomas Leysen
Chairman Umicore - KBC Group and Mediahuis
Peter Vandermeersch

"This book taught me that the future is challenging and even threatening… But above all: extremely exciting!"

Peter Vandermeersch
Publisher - Independent News & Media
Costas Markides

"The Phoenix and the Unicorn is a wonderful book—full of inspiring examples and practical advice, it is bound to become a reference book for established companies that aspire to transform themselves in the face of disruption and volatility. Peter Hinssen has produced another gem on digital transformation!"

Costas Markides
Professor of Strategy and Entrepreneurship at the London Business School
Marion Debruyne

"Peter Hinssen promises a book on corporate innovation that’s practical rather than inspirational. He’ll inspire you anyway, on top of being authentic and keeping it real and relevant."

Marion Debruyne
Dean of Vlerick Business School
Geert Noels

"As Peter Hinssen writes in his book, we are currently finding ourselves at a crossroads between the tension fields of economics, politics and biology. Even though I am an optimist by nature, I strongly believe that we need a systems shift if we want to find a viable balance between the individual, the company, society and the environment. Peter's book is a clear and practical guide for those who want to initiate these reforms and reinvent their company or government as only a phoenix can."

Geert Noels
Founder and CEO - Econopolis