“This is far more than a banking story. Ralph shows what bold, customer-centric leadership looks like in an industry under immense pressure. His candor about the wins, setbacks, and recalibrations makes this book invaluable for any executive leading large-scale change.”

—Jamie Dimon, Chairman and CEO of JPMorganChase

“The shift Ralph describes—moving from products to customer experience—reshaped ING from the inside out. If you want to understand how ING became the leading digital primary bank, read this. It is one of the clearest articulations of customer-centric strategy I’ve come across.”

—Ajay Banga, former CEO of Mastercard

“You don’t need to be in financial services to learn from this book. Ralph’s framework for clarity, alignment, simplification, and agile execution applies to any complex organization facing disruption. Today, disruptions from geopolitics, technology, and trade plus the AI revolution require every CEO to guide their organization through unprecedented uncertainty, make hard calls, and keep stakeholders aligned through continuous change. His experience in transforming ING is a must-read for leaders in how to deal with disruption.”

—Axel Weber, Chairman of Raisin SE, former President of Deutsche Bundesbank, and former Chairman of UBS Group AG

“ING’s early digital transformation generates valuable insights as to the importance of the personal drive of a CEO. It shows the importance for CEOs to stick to long-term vision while being open to short-term adaptation when dealing with an ever-changing context.”

—Hans Wijers, former Minister of Economic Affairs for the Netherlands, former CEO of Akzo Nobel, and former Chairman of ING

“Ralph’s visionary leadership and the successful transformation of ING to a leader in digital banking has been an inspiration for many other CEOs in the financial industry and beyond. He set the bar—and did it early before it was popular and clear that it needed to be done. And the legacy stands.”

—Dominic Barton, Chairman of Rio Tinto, former Global Managing Partner at McKinsey, and former Ambassador of Canada to China

“Ralph’s success is about leading with purpose and sticking to consistency. His book shows that staying true to your purpose is key to any successful business transformation. I was especially taken aback by his drive to lead the sustainability efforts in global banking.”

—Jan Peter Balkenende, Minister of State and former Prime Minister of the Netherlands, Professor Emeritus at Erasmus University Rotterdam, and Senior Advisor to EY and FGS Global

“Ralph gives us the clearest blueprint I’ve seen for what any company dealing with AI must do to survive the next decade: simplify relentlessly, align around purpose, and innovate faster than the market. This book should be required reading for every CEO.”

—David Bach, President of IMD Business School and Nestlé Professor of Strategy