Love As A Change Strategy
Launching Sept 23, 2025
Change Yourself.
Change Your Workplace.
Change the World.
From the team behind the best-sellerLove as a Business Strategy comes the next 'chapter' of their journey—Love as a Change Strategy.
"This book shows a clear and honest pathway to leading and changing with love."
Tadd Tellepsen
CEO & President / Tellepsen
“I predict this book will be on the shelf of every leader who drives change within their organization, as well as extra copies for those they mentor.”
Kristi Pittman
SVP / Daikin Comfort
"A practical, personal, powerful, pull no punches guide to mastering change from the inside out."
Jay Baer
Best-selling author of The Time to Win
“Love as a Change Strategy shows how vulnerability, trust, and experimentation can unlock real transformation where it matters most: your people.”
Jay Steinfeld
Former CEO / Blinds.com
The Most Human Guide to
Change
You've Never Read
Written for leaders, changemakers, and all humans alike, this book embraces the messy and deeply personal journey of change and transformation.
From the raw lessons of failure to the wisdom that only discomfort can teach.
Our Story: A Journey of Discomfort
In 2015, Softway (our company) nearly went bankrupt.
Toxic culture. Broken leadership. Burnout everywhere.
And it was all our fault.
We created a terrible place for people to work...until we found love.
That journey from barely surviving to thriving is chronicled in our first book, Love as a Business Strategy.
Fast forward a few years and 2023 brought us a new challenge: comfort.
We were thriving, but we became soft and comfortable with the status quo.
So we had to transform again.
Love as a Change Strategy follows the inside story of how we reorganized every layer of our company,
and offers a blueprint for how to lead any change from a place of love.
Our Story: A Journey of Change
In 2015, Softway (Our Company) nearly went bankrupt. Toxic culture. Broken leadership. Burnout everywhere. And it was all our fault.
We created a terrible place for people to work...until we found love. That journey from barely surviving to thriving is chronicled in our first book, Love as a Business Strategy.
Fast forward a few years, and 2023 brought us a new challenge: comfort. We were thriving, but we became soft and comfortable with the status quo. So we had to transform again.
Love as a Change Strategy follows the inside story of how we reorganized every layer of our company, and offers a blueprint for how to lead any change from a place of love.
"Love as a Change Strategy is the anti-change
management book we didn't know we needed.
Smart, funny, and deeply real, this book reminds
us that change happens through people—not processes."
Dr. Trish Berg/ Associate Professor of Management / Heidelberg University
In a World of Constant Change,
How Will You Lead?
Global disruption. Economic shifts. AI acceleration.
Change is the only constant.
The old playbooks won't work anymore. Most change frameworks are brittle and treat people like variables in an equation.
But real, lasting change? It’s emotional. It's uncertain. It’s human.
This book offers what others don’t:
a behavior-first, love-centered model for transformation that actually sticks.
Pre-Order the New Book, get the First One Free
When you pre-order Love as a Change Strategy, we’ll send you a free copy of our first book, Love as a Business Strategy.
No strings. Just proof of purchase and a mailing address.
Step 1: Pre-order the new book
Step 2: Submit your receipt + shipping info
Step 3: Get a free hardcover copy of our first book, on us
"A standout among change leadership books, Love as a Change Strategy blends personal storytelling with actionable frameworks to help organizations thrive by first helping leaders transform themselves."
Tom Cabanski / President & CTO / SnapStream
What Makes This Book Different?
- Built for real life. Not just for practitioners or consultants. This is change for humans.
- Emotion-forward. Personal stories. Honest moments. Lessons learned the hard way.
- Rooted in love. We believe love creates the conditions where meaningful, people-first change can succeed.
- Scales from self to system. If you can change yourself, you can change your team. If you can change your team, you can change the world.
- Made for shared growth. With over 200+ open-ended questions built throughout every chapter, it’s designed to spark deep conversations—perfect for teams, groups, and book clubs.
About The Authors
Four authors? Are y'all crazy?
We've heard it before.
Don't worry; our storytelling is interwoven and easy to follow. We believe that variety is the spice of life, and we've figured out a way to tell one cohesive story from four distinct perspectives.
We can't wait for you to read it.
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Mohammad Anwar
CEO/President at Softway | Co-Founder Culture+ | Co-Author of Love As A Business Strategy
Mohammad lives in Sugar Land, Texas, with his amazing wife, Yulia, a Russian diver and five-time Olympic medalist, and his beautiful children, Sufia and Mohsin. Born and raised in Saudi Arabia, Mohammad is the youngest of five children of Indian parents from Bengaluru. He believes that by integrating values of love, businesses can create more inclusive and positive work environments.
In his spare time, he enjoys fitness, watching college sports, and butchering American idioms.
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Frank lives in Houston, Texas, with his gorgeous wife Megan and awesome children, Emma and Levi and his massive dog Holly. He has a flair for the unexpected, creative, and ridiculous. Frank views life from a perspective of wonder, awe, and gratitude. Frank is a pop culture connoisseur, world traveler, and citizen of Disneyland.
In his spare time, he bakes award-winning cookies, makes silly videos, and enjoys fitness (to offset the cookies).
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Jeff was born and raised in Texas, where he and his beautiful wife, Maggie, dote heavily on their wonderful children, Cody and Penelope. With a background in math and science, Jeff ended up getting his degree in public relations and then moving into the gaming industry. He brings his love for games into everything he does, from playing with his kids to training and coaching leaders.
Jeff has a burning passion for board games, pickleball, Agile, and growth mindsets.
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Chris Pitre
Vice-President at Softway | Co-Founder Culture+ | Co-Author of Love As A Business Strategy
Chris is a native Houstonian who loves everything Beyoncé and currently dwells in the Inner Loop (if you know, you know). He’s quick-witted and intensely curious, is a student of the world and enjoys anthropology, history, movies (especially Bollywood action/crime films), travel, and culinary experiences. He has a BA in Business Administration (with a concentration in Marketing) from The George Washington University in Washington, DC.
Why This Book Matters Now
Most change books are clinical, consultant-y, and cold. This one is bold, emotional, and deeply human.
It’s written from the messy middle of progress, not from the mountaintop of perfection.
It will challenge you, push you, and invite you to grow. Because love isn’t just a business strategy—it’s a change strategy, too.
Advance Praise for
Love As A Change Strategy
"In a world where fear poisons transformation, this book offers love as the antidote. Through real and relatable stories, the authors reveal how focusing on people during change, as complex as humans can be, turns challenges into opportunities. It's a profoundly insightful and practical guide for leading successful changes at individual, team, and organizational levels."
Jessica McCann Ph.D
Leadership Practitioner & Executive Coach / MD Anderson
"Love as a Change Strategy means decision tables filled
with caring and compassionate leaders driving significant change."
Donna Cole
CEO / Cole Chemical
“What makes this book compelling is its unflinching candor and the way it invites you into a practical yet profound reimagining of leadership, healing, and community. Only read it if you're ready to disrupt harmful norms and re-center humanity into your systems change.”
Dr. John Sanchez
May's Business School | Texas A&M University
"Love as a Change Strategy takes business to a new level and connects us at our core. This book is filled with practical insights and inspiring stories that enhance the ability to build and lead a successful business."
Dr. April Day / President / Women's Business Enterprise Alliance
"Love as a Change Strategy is a welcome and timely addition to the original book, “Love as Business Strategy”, and is a crucial part of any leader’s arsenal of learning regarding the creation of a positive, high-performing workplace
Joe Machicote/
Chief Culture Officer / Premier Consulting
"This is an accessible, heartfelt read that truly speaks to the reader, not at them."
Alan Steinberg
President/CEO, West Houston Association
"When people feel heard, cared for and part of the shared purpose, they will not fear or fight the change that is inevitable in today’s organizations. Let Love as A Change Strategy be your roadmap to a change-embracing organization!"
Bob Chapman
Chairman of the Board & CEO / Barry-Weighmillar & Author of Everybody Matters
Bulk Orders. Bigger Impact.
Whether you’re changing a company, a classroom, or just tired of watching people do transformation without love—this book belongs in more hands.
Want 10 copies? 50? 500?
We got you. And we’ll make sure your bulk order comes with exclusive perks, special pricing, and serious love.
