in action

7 inside stories of how global companies
take on digital disruption


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 that dig deep into the high-level strategy, the operational nitty-gritty, and the people side of change, which is always where the real complexity lies. A unique fictionalized approach combines striking insights with practical lessons and sparkling wit. This is essential reading for any leader looking to understand digital and shape the future.

Product details

Authors: A. Jankovich, T. Voskes, A. Hornsby

Publisher & date: SparkOptimus, 2022

Language: English

Pages: 256

ISBN: 978-90-828382-2-0


Animation by Rojo Animation


  • 1 The CDO
  • 2 The Acquisition
  • 3 The Spin-Out
  • 4 The Corporate Start-Up or Venture
  • 5 The Pilot or Sandbox
  • 6 The Global Transformation
  • 7 People Change

praise for Disruption in Action

‘Disruption in Action is a must-read for any business leader looking to understand digital transformation and shape the future of their organization.’

Judging panel, Business Book Awards 2023

‘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

‘Finally, a book that shows what digital transformations really look like through the eyes of insiders and via the power of storytelling!’

Michael Wade, Professor of Innovation and Strategy at IMD

‘This outstanding book shows how companies can transform themselves to become future-ready.’

Mark Schneider, CEO of Nestlé

‘This outstanding book shows how companies can transform’

Mark Schneider, CEO of Nestlé



‘When The Chips Are Down… How To Lead Through Economic Uncertainty’

Winner Business Book Awards 2023 – Category Smart Thinking

‘Q&A: Tom Voskes “Digital transformation is 20% tech and 80% people”’

‘The CEO who searched for a digital messiah’

What not to do in times of digital disruption

‘What not to do in times of digital disruption’

‘A clear and intelligent treatment of an increasingly important subject’


'7 inside stories of how global companies take on digital transformation'

Startup Insider podcast: '“Disruption in Action” with Alexandra Jankovich'

'A Chat with Co-Founders at Digital Consultancy: SparkOptimus'

'Slow and steady wins the race'

’Charting the future for customer experience technology’

‘Why digital transformation is about people’

‘Alexandra Jankovich and Tom Voskes On How To Use Digital Transformation’


Download a free chapter

Want to know if Disruption in Action is for you?

This free sample includes the full table of contents and Chapter 1 to give you a taste.



Alexandra Jankovich

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Alexandra Jankovich is co-founder of SparkOptimus. She started her career in strategy consultancy at McKinsey & Company before moving on to RELX, where she set up the digital division in New York (Elsevier Science), then held a number of senior digital management positions across the US and Europe. As managing director of, Benelux, she accelerated the travel site to the no.1 spot within six months. Alexandra holds a master’s in business administration, and previously conducted research in Chile for the SHV board. She features in influential lists like TheNextWomen100 and the InspiringFifty, NL. Alexandra lives in Amsterdam with her husband and three children. She is co-author with Tom Voskes of the business bestseller Make Disruption Work.

Tom Voskes

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Tom Voskes is co-founder of SparkOptimus. He started his career at Proctor & Gamble in line management before working at McKinsey & Company – first in Amsterdam, and later in Boston on the ‘Diamond’ program for top consultants. He then headed marketing at KKR-owned Maxeda, the largest non-food retailer in the Netherlands. Tom holds a master’s in astrophysics, and could previously be found conducting research at the ESO in Chile, one of the world’s biggest observatories, and publishing on the warped layers of the outer galaxy. Tom lives in Blaricum, near Amsterdam, with his girlfriend and the five children of their blended family. He is co-author with Alexandra Jankovich of the business bestseller Make Disruption Work.

Adrian Hornsby

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Adrian is an award-winning writer across a rich kaleidoscope of interests. Books include The Good Analyst, a ground-breaking study of social impact measurement, and The Chinese Dream, which investigates the rapid urbanization of 400 million people. Theater includes As Big As The Sky, an opera made with Chinese artist Ai Weiwei and Dutch composer Arnoud Noordegraaf. He wrote the opening chapter for Trust Me, I’m Listed, the definitive guide to corporate reporting, and his work has been translated into six languages. Adrian previously collaborated with Tom and Alexandra as editor of the business bestseller Make Disruption Work.

About SparkOptimus

SparkOptimus is Europe’s #1 digital strategy consultant. Digital is not about digital for digital’s sake. It’s about using technology and data to serve customers and consumers better, faster and cheaper. We support some of the biggest companies in the world like Nestlé, Nike, and Heineken on transforming their global businesses in the context of digital disruption to continue to thrive in the future.
Find out more about us by browsing our service and cases section.