How to build a perpetual transformation operating system

Ron Immink
13 min readOct 11, 2023

Is your transformation focussed on efficiency, or is it focussed on innovation? There is an organisational element and a technology element. Tesla chief Elon Musk once tweeted that “most big companies in tech have turned into places where talent goes to die”. In truth, 99% of firms worldwide don’t fit into the category of achievement that Apple, Starbucks, Tesla, Microsoft, or Amazon have attained. That does not mean that you should not try.

Going on Offense: A Leader’s Playbook for Perpetual Innovation

That is why I picked up “Going on Offense: A Leader’s Playbook for Perpetual Innovation” by Behnam Tabrizi. The message is simple. Innovation is essential to thrive in our increasingly disruptive markets. Agility is necessary to move quickly to address opportunities and threats, and there is a playbook.


The book uses examples such as Apple (passion, energy, obsession, and ambition), Tesla (vision, talent), Microsoft (purpose), Microsoft, Facebook (no vision), Haier (, ZARA (co-creation), Amazon (talent), Netflix (HR), Starbuck (principles), Google (intrapreneurship). Amazon, Tesla and Apple feature a lot.

The playbook

  • Existentialism (see…



Ron Immink

Father of two, strategy and innovation specialist, entreprenerd, author, speaker, business book geek, perception pionieer. See