What if the missing link in strategy isn’t more AI… but a deeper understanding of human psychology?
That’s the question UMIO’s Prof. Dr. Edward Huizenga kept returning to throughout his work with leaders, teams and organisations navigating change. Over the years, he discovered that successful transformation isn’t just about having a glossy strategy – it’s about human behaviour. This became the cornerstone of his new book, Change for Good: Strategy for the Better, which he presented at the international management conference Global Peter Drucker Forum.
Blending academic insight with real-world application, Change for Good: Strategy for the Better bridges a crucial gap in modern leadership thinking. Edward’s work brings psychology and strategic execution together, showing how purpose, decision clarity, and behavioural insight can drive lasting impact.
“Purpose is not an accessory to strategy – it is strategy,” says Edward. “Change fails not because people resist it, but because it’s often devoid of meaning. This book shows how to make transformation matter – and stick.”
Rather than treating strategy as a technical exercise, he shows how organisational change is shaped by the way people think, decide and act. His book is built on three core drivers for organisational success:
- Purpose at the core: Moving beyond slogans to a deeply embedded strategy
- Decision clarity: From confusion to courage using frameworks like DRIVE and BEAT
- Behavioural change: Designing habits, nudges, and mindsets that sustain transformation
Drawing on insights from Roche, dsm-firmenich, Diversey, Unilever and other companies and through concepts such as the Purpose Maturity Ladder, D.R.I.V.E. governance and the B.E.A.T. dilemma framework, the book illustrates how leaders can build strategies that are not only well formulated but truly lived – strategies that generate meaning, alignment and lasting impact.
These insights also shape Edward’s work within UMIO’s customised programmes and development tracks, where he helps organisations translate purpose into clear decisions, behavioural change and practical strategic action. His academic thinking and hands-on guidance come together to support teams in navigating complex transformations with clarity and intention.
With Change for Good: Strategy for the Better, Prof. Dr. Edward Huizenga adds a thoughtful and timely contribution to the ongoing dialogue on purpose-driven, behaviourally grounded leadership, offering leaders new ways to approach change with meaning and humanity.
Change for Good: Strategy for the Better will be available online and at leading book retailers starting November 6th, 2025.
