The Book · Edition 1
The Practitioner's Handbook. A reference for the training circuit and the boardroom alike — ten steps, three phases, ten working tools, and the failure modes that show up when any of it gets skipped.
Ten steps across three phases — Foundation, Diagnosis & Design, and Delivery — each with its own techniques, common failure modes, and the tools that support it. Every step follows the same structure, so once you know how to read one, you know how to read all ten.
Real engagement vignettes run throughout, anonymised by sector, scale and jurisdiction pattern rather than dressed up as generic case studies — the kind of detail that only shows up when someone has actually run the programme, not read about one.
FORMAT
Crown quarto, perfect bound — built to sit on a shelf next to the reference books you actually keep, not the ones you read once at a conference.
Written by Farry Firoozieh, founder of Optimize10 and a transformation leader with over thirty years across banking, insurance, pensions and asset management. The method in this book is the one actually used on those engagements, not a framework assembled afterwards to explain them.
More about Farry →The companion toolkit
Every tool referenced in the book — D1 through D10, plus the Prioritisation Matrix — available individually or as a discounted bundle.