--- title: Blog - Step Change - Strategy, Leadership, Digital, Creativity | Mark W. Johnson description: Mark W. Johnson | Sydney Marketing Agency blog on Sales, Digital, Strategy, Brand, Marketing, Archetypes image: https://blog.hellostepchange.com/hubfs/Image%2001.jpg --- [![Step Change White Logo](https://blog.hellostepchange.com/hs-fs/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png?width=208&height=36&name=SC%20-%20Logo_Full%20-%20White%20+%20Colour.png)](http://www.hellostepchange.com/?__hstc=45788219.b3896949ac4325b4833c9f227aad12ee.1788765059220.1788765059220.1788765059220.1&__hssc=45788219.1.1788765059220&__hsfp=f27fa453a3b88fbe5f30c0a77d91c2c9) - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [About](https://www.hellostepchange.com/about/) - [Careers](https://www.hellostepchange.com/careers/) - [Services](https://www.hellostepchange.com/about/) - [Lockstep Baseline](https://stepchange.typeform.com/to/dDl1DXnC) - [Brand and Messaging](https://www.hellostepchange.com/cut-through-brand-stories/) - [Marketing Plans](https://www.hellostepchange.com/practical-marketing-plans/) - [Business Strategies](https://www.hellostepchange.com/agile-business-strategies/) - [Value Propositions](https://www.hellostepchange.com/value-propositions/) - [Content](https://www.hellostepchange.com/content-production/) - [Predatory Marketing](https://www.hellostepchange.com/predatory-marketing-2/) - [Work](http://www.hellostepchange.com/work/) - [Testimonials](https://www.hellostepchange.com/testimonials/) - [Speaking](https://www.hellostepchange.com/speaking/) - [Blog](https://blog.hellostepchange.com/blog/) - [History's Greatest Strategists](https://info.hellostepchange.com/hgs) - [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Leadership](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Digital](https://blog.hellostepchange.com/blog/topic/digital) - [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy) - [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity) - [Contact](https://www.hellostepchange.com/contact/) - [(02) 8030 8655](https://blog.hellostepchange.com/tel:+61280308655) # The Step Change Blog The latest thinking on business, strategy, marketing and sales [Subscribe Now](http://www.hellostepchange.com/blog-subscription) [March 5, 2020](https://blog.hellostepchange.com/blog/knowledge-nuggets-dual-transformation) ## [Dual Transformation: The 5 Key Concepts Behind Business Transformation](https://blog.hellostepchange.com/blog/knowledge-nuggets-dual-transformation) [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Ashton Bishop](https://blog.hellostepchange.com/blog/topic/ashton-bishop), [Knowledge Nuggets](https://blog.hellostepchange.com/blog/topic/knowledge-nuggets), [Dual Transformation](https://blog.hellostepchange.com/blog/topic/dual-transformation), [Mark W. Johnson](https://blog.hellostepchange.com/blog/topic/mark-w-johnson) [![Dual Transformation: The 5 Key Concepts Behind Business Transformation](https://blog.hellostepchange.com/hubfs/dual%20transformation%20-%20mark%20johnson.png "Dual Transformation: The 5 Key Concepts Behind Business Transformation")](https://blog.hellostepchange.com/blog/knowledge-nuggets-dual-transformation) ***UPDATED** as of 10 July 2020* In a special interview with Step Change, Dual Transformation co-author Mark W. Johnson shares valuable insight for businesses looking to reposition themselves in this new normal while creating the future ahead of them.     The business model innovation and new growth strategy expert also discusses: - The A+B+C model business seeking transformation and momentum should adapt - What successful businesses are doing right and what others are getting wrong in their transformation journey - The importance of having a vision and a hands-on approach to leadership Watch the video now. ---   Disruption is imminent, and organisations must find a way to be more resilient as they step forward into growth and implement their transformation efforts. 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