Think Digital, Beyond Digital: How to Lead Inside by Stepping Outside

Most companies talk about digital transformation. Few actually transform.

Think Digital, Beyond Digital isn’t another book about technology, it’s a book about clarity, simplification, and change. Rui Pedro Silva reveals why 70% of transformations fail and what the best leaders and organizations do differently: they stop chasing trends and start thinking beyond digital while going digital.

After two decades leading global change in companies such as Puma, adidas, and A.P. Moller–Maersk, Rui Pedro Silva delivers a field-tested roadmap to make your business truly digital first, by thinking it from the outside in and building it from the inside out. He combines hard-won executive experience with peer-reviewed academic research to bring structure and simplicity to what often feels chaotic.

Through real stories, from small shops that went global to giants that lost their way, Rui Pedro Silva shows how to connect strategy with behavior and vision with execution using his signature frameworks: ASCEND, FRAME, SCRIPT, ENRICH, CORE5, and the 4-Floor Model. Each one turns complexity into clarity and change into measurable progress.

If you’re tired of buzzwords and want to truly lead transformation, not just manage it, this book is your blueprint. Whether you run a startup or a multinational, it will help you see your organization as it really is, understand your market and customers, align people around what matters most, and build momentum that lasts.

Because digital transformation isn’t about being the most technical.
It’s about being the most ready to change.

Rui Pedro Silva, PhD, is a global executive and thought leader in leadership, culture, and digital transformation. Having worked for major organizations including Puma, Adidas, and A.P. Moller-Maersk, he has led large-scale change across Europe, Asia, and the Americas. A TEDx speaker, professor, and Best Digital Leader in Europe (CIONET) award recipient, his research on organizational readiness has been published in leading academic journals such as the Journal of Innovation & Knowledge (Elsevier, Q1).