Love As A Change Strategy
Launching Sept 17, 2025
Change Yourself.
Change Your Workplace.
Change the World.
From the team behind the worldwide best-sellerLove as a Business Strategy comes the next part of their journey—Love as a Change Strategy.
Leo Tolstoy once said:
“Everyone thinks of changing the world,
but no one thinks of changing themselves.”
Our boy Tolstoy was onto something.
The Most Human Guide to
Change
You've Never Read
This is NOT a traditional book on change. It for sure ain't your grandparents' change management playbook. It's an honest, sometimes brutal, true story of leading change...with love.
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 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.
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.
Special access for pre-ordering
- The First chapter delivered straight to your inbox
- 30-minute AMA (ask me anything) with the authors
- Invitation to join our Book Club Experience
Fill out the form below to secure your bonus features.
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.