Umberto Lago, Associate Professor of Economics and Business Management at the University of Bologna, holds a Ph.D. from the Imperial College of Science, Technology, and Medicine, The Management School, London (UK). A Certified Public Accountant and Auditor, he served as CEO of AIM S.p.A. and Rimini Holding S.p.A. With roles on the Boards and as a business consultant, Prof. Lago brings expertise to private and public enterprises. His career includes consultancy with Monitor Company and leadership positions in UEFA's Club Financial Control Body. An accomplished author, his book "Reinventing Giants," co-authored with William A. Fischer and Fang Liu, was nominated in a list of 8 business books for the 2014 Thinkers 50 Best Business Book Award.

1. Introduction.- Part I: The five steps of RenDanHeYi implementation.- 2. Step 1. What is RenDanHeYi?.- 3. Step 2. The role of purpose in organizations and in business models.- 4. Step 3. Values and Beliefs (Corporate Culture) as the foundation of organizations.- 5. Step 4. Empowering and incentivizing people.- 6. Step 5. Crafting human-centric organizational structures.- Part II: RDHY User Manual.- 7. The RDHY User Manual.- Part III: Case Studies of firms adopting RenDanHeYi.- 8. Haier Europe: the challenge of implementing RDHY in a multinational environment.- 9. GE Appliances: the turn-around of a U.S. icon.- 10. Gummy Industries: RenDanHeYi in Italian sauce.- 11. MAQE: Lessons for RDHY adopters.- 12. Fajar Benua Group: implementing RDHY in Indonesia.- 13. Some final thoughts.