YB Datuk Wira Dr. Abu Bakar Mohamad Diah

Deputy Minister, Ministry of Science, Technology and Innovation, Malaysia


“Innovation is a word that often makes people confused. This book definitely helps to get a better understanding on it.”

Tan Sri Siti Sa’diah Sheikh Bakir

Pro Chancellor, Universiti Teknologi Malaysia, Chairman of the Board, Universiti Utara Malaysia Chairman of Nationwide Express Holdings Berhad Directors of KPJ Healthcare Berhad, Chemical Company of Malaysia Berhad (CCM), CCM Duopharma Biotech Berhad, and OSK Holdings Berhad


Break the Pattern is an excellent book with hands-on exploration of organizational transformation, its principles, processes, and impact. As an ardent believer in the Transformational Leadership style myself, I am delighted to see that Dr. Ahmad Rahman Songip has both challenged and encouraged us to wholeheartedly embrace transformation, so that we create sustainable value together.”

Tan Sri Dato’ (Dr.) Ir. Jamilus Bin Md. Hussin

Chairman of the Board, Universiti Tun Hussein Onn Malaysia, President and Chief Executive Officer, KLIA Consultancy Services Sdn. Bhd., President, Project Management Institution Malaysia


“I like the concept of KISS —Keep It Simple and Satisfying, as outlined in Break the Pattern. It is a great tool to test the simplicity of the tagline, slogan, or motto of an organization.”

Professor Datuk Ir. Dr. Wahid Omar

Vice Chancellor, Universiti Teknologi Malaysia


“Universiti Teknologi Malaysia is always driven to do things differently in unique ways as part of its value creation. This is especially so in trying times like this. As such, UTM has been breaking a lot of patterns lately. This book is very timely indeed!”

Professor Dato’ Dr. Daing Nasir Ibrahim

Vice Chancellor, Universiti Malaysia Pahang


“Value creation often requires breaking the current pattern of getting things done and redesigning it… continuing with the long-standing pattern gives, at most, the same results. This book shows how value can be created on a continuous basis.”

Brigadier General Dato’ Dr. Md. Zaki Md. Zain RMAF

Director General, Directorate General Technical Airworthiness, Malaysian State Aircraft Authority


“This book provides a revolutionary perspectives and approaches in value creation amidst uncertainty and chaos of the business environment that clouds enterprises’ transformation initiative.”

Datuk Dr. Mohd Yusoff Sulaiman

President & Chief Executive, Malaysian Industry-Government Group for High Technology (MIGHT), Prime Minister’s Department.


Break the Pattern is a fascinating and entertaining book, one that combines theory and real experiences. A must read for students, managers and future leaders”.

Dato’ Husni Salleh

Chief Executive Officer, Unit Peneraju Agenda Bumiputera (TERAJU)


Break the Pattern is a must-read for every leader who wants to continue creating a value in the organization and to move beyond what currently feels like impossible challenges.”

Datuk (Dr.) Hafsah Hashim

Chief Executive Officer, SME Corporation Malaysia


“In today’s world of rapid transformation and epic challenges, breaking from the status quo through creativity and innovation tantamounts to attaining personal triumphs, organizational achievements or business success above par. Kudos to Dr. Ahmad for his ingenuity in creating an excellent understanding of transformational value creation. Break the Pattern is indeed an inspiring guide for everyone in both the private and public sectors who is aiming to have a mindset change and gain his or her value creation accomplishments.”

Dr. Mohd Azman Zainul Abidin

Group Chief Executive Officer, Malaysian Green Technology Corporation


“This is a genuinely excellent book that will get you to think about innovation with a strong sense of reality.”

Dato’ Ir. Dr. Mukhlis Chua

Executive Chairman, Inter-Granite Sdn. Bhd.


“This book uncovers the secret recipes of very successful corporations. It is definitely a book worth reading by entrepreneurs.”

Professor Dr. Zainuddin Abdul Manan

Deputy Vice-Chancellor (Academic and International), Universiti Teknologi Malaysia


“Leading the development of innovative and entrepreneurial academia is at the heart of UTM’s mission to contribute toward universal well-being and prosperity. This is one of the books that could provide useful guides in driving and managing innovation within an organization.”

Prof. Dr. Tat-Hean Gan

Director of Brunel Innovation Center (BIS), UK, Director of National Structural Integrity Research Center (NSIRC), UK, Associate Director, Integrity Management Group TWI, UK


“This book created an elegantly simple mathematical equation, linking creativity and innovation. Brilliant effort!”

Anders Fogelberg

Managing Director, SKF Malaysia Sdn. Bhd.


"In today's fast-paced competitive landscape, it is more important than ever for companies to speed up their change processes and create transformational value. Dr. Ahmad has developed a compelling case for the urgency to change and presents a powerful framework for leaders to follow. I highly recommend Break the Pattern: The Science of Transformational Value Creation, it is an inspiring read and a catalyst to take action."

Ahmad Hasbullah bin Husain

Director, Halliburton Energy Services (M) Sdn. Bhd.


“A must-read book for leaders and managers in an ever-evolving and dynamic world we are living in now. Compact with facts, data, and relevant easy-to-understand examples, making this book a joy to read. Precise and succinctly narrated.”

Dr. Ng Boon Beng

Director, ASEAN Regional – Deal Management, Oracle Corporation


“Dr. Ahmad has, through this book, provided a sneak peek into the accelerated changing world that many winners had dealt with their situation victoriously—in the world that is volatile, uncertain, complex, and ambiguous. He advocated breaking through the conscious mind, bounded by conventional and orthodox, is the answer.  In the world of transformation, tasks seldom get completed as the next wave of change continues to set in.  This book nudges those who are still pondering how others have raised above all odds and became the winning leaders. The hidden question in this book is why we have to struggle with our subconscious mind of reasoning that is conditioned by specialist knowledge, which produces a multitude of reasons via confined and structured thought process to find a panacea for all things.  I would encourage everyone to at least attempt to read this book to kick-start the momentum of widening insights and perspective as a prelude to venturing into the more turbulent areas such as tackling digital business disruption.”

Hiroshi Iwadate

Unit Chief/Project Coordinator, Research and Network Promotion Unit, ASEAN University Network/Southeast Asia Engineering Education Development Network, JICA Project Office for AUN/SEED-Net, Thailand


Break the Pattern offers a framework for transformational value creation based on real experience, not theory. A must-read for anyone interested in creating their own destiny.”

Prof. Dr. Annuar Md. Nassir

Dean, Faculty of Economics and Management, Universiti Putra Malaysia


“Good book of readings.”

Prof. Dr. Hamidah Yusof

Dean, Faculty of Management and Economics, Universiti Pendidikan Sultan Idris


“A well-written and powerful book that takes our understanding of transformational value creation. This is a book that should be widely read.”

Muhd Firdaus bin Azharuddin

Director of Operations, National Entrepreneurship Institute (INSKEN)


“This book explains transformation, and explains it well. A good read for those who aspire to embark on the journey. Many have tried and failed. Hopefully, readers of this book may gain some wisdom and tips on how to survive.”

Dr. Mohammad Ali Tareq

Head, Management of Technology Department, Malaysia-Japan International Institute of Technology (MJIIT), Universiti Teknologi Malaysia, Kuala Lumpur


“This book is a mandatory reading for our Technology and Innovation Management module for our Master Program and short courses. Local and international students and participants have been consistently giving five-star ratings to Dr. Ahmad’s module. Congratulations and keep up the good work!”

Major (R) Dr. Prebagaran Jayaraman

Founder and CEO, Samudera Management Consultants Sdn. Bhd.


“Practical, thought-provoking, and very well-written book. An excellent guide for personal and organizational transformation.”

Azmi Said

Founder and Principal Consultant, MYDATA Consulting Group Sdn. Bhd.


Break the Pattern is a world-class tool for organization that is serious about creating or enhancing value.”

Sazali Yahya

Founder and Executive Director, Lighthouse Consulting Sdn. Bhd.


“I find the book as very refreshing… simple things were used as examples with detailed narration that eventually serves as a basis for a significant concept. Without a doubt, Dr. Ahmad has catapulted himself as another great thinker of innovation. This book clearly exemplifies his profound knowledge on the subject and years of immense experience in and outside the academic world. Time will prove that this book will ‘click’ the minds of many thinking individuals and prove to be an inspiration to many individuals growing up in the same ecosystem.”

Roslan Yusoff

Founder, Sablelution Plc, Director and Execution Strategist, GRC Consulting Services Sdn. Bhd.


“The similarity between Ohm’s law with A = R x S is remarkable. I called it the Ahmad’s Rule of Success. I just realized that A = R x S is after the name of the author. Brilliant!”

Dr. Mustaza Hj. Ahmadun

Senior R&D Consultant, The Research Council, Sultanate of Oman


“Beautiful recasting of the intricate human mind that individually needs to undergo transformations before it has the ability and courage to jump off from one’s established inner quantum roundabouts, nonetheless not without one's conscious long hours of never ending ups and downs spreading over years of self-sacrifices in pursuing determined targets for collective results that may eventually be translating into personal successes and achievements… let's dare to Break the Pattern.”

Prof. Dr. Bulent Inanc

Department of Environmental Engineering, Faculty of Civil Engineering, Istanbul Technical University, Turkey


“Based on my prior experience as a deputy president and a board member in a crude oil pipeline company for eleven years, I strongly recommend Break the Pattern to those who want to improve their managerial skill.”

Dr. Faizan Ali

Assistant Professor and Graduate Coordinator, College of Hospitality & Tourism Leadership, University of South Florida Sarasota—Manatee, U.S.


“A simple yet refreshing explanation of transformational value creation. I like the simplicity of an egg to explain the concept of transformational value creation. From now on, I see this ordinary egg from an extraordinary perspective.”

Dr. Farzana Quoquab Habib

Senior Lecturer, Azman Hashim International Business School, Universiti Teknologi Malaysia


“This is a very timely and interesting topic on which the author embarked on. The whole book is written in such a fashion that made it easy to understand for the readers from any discipline. Lots of relevant examples are provided, which not only create the interest for the reader but also it helps the readers to understand the subject matter with no difficulty. The author has put tremendous effort to make the book interesting and provocative.”