True transformation is qualitative sustainable change. Dickens understood that. In his timeless magnificent story, a Christmas Carol, he leads the reader credibly through the transformational journey of Ebenezer Scrooge by using a very simple but effective lever, fear. Scrooge’s journey had all the characteristics of true transformation. Dickens uses the ghosts, not to unnecessarily scare Scrooge but rather to take him through a range of scenarios. When faced with the possible, the probable or the totally unpalatable the most significant feature of the story is the realization by Scrooge that the impact of these scenarios is way beyond what he could have possibly perceived. Most people have filed in their sub-conscious what a car crash might be like but haven’t really thought out what a devastating impact it would have on their lives or the significant consequences. When Scrooge experiences the intensity and devastation of some possibilities he is shook to the core. This is what ultimately triggers the change. The transformation of Ebenezer Scrooge is an old story and shows us that things haven’t changed that much and people less. The Christmas Isthmus tale modernizes some of the concepts but essentially humans are creatures of habit and resist change. Successful marketers know that the buyer has to be led with forward momentum along the sales highway which begins with apathy through interest to fear, and then held on that hook until the sale is concluded. blackswan is a transformation organization. Its partners with global companies to enable them effect successful transformation by understanding their DNA, addressing black swans and showing them where and when to innovate. blackswan understand that successful transformation is a holistic experience and has to be. Innovation, strategy and learning are only parts of the story but the transformational whole is greater than the sum of the parts. The Christmas Isthmus story draws on many influences. “The Alchemist” by Paulo Coelho, “The Innovator Dilemma” by Clayton Christensen and “The Black swan, the impact of the highly improbable” by Nassim Nicholas Taleb provide unique and insightful reading. However the powerful tale by Dickens surpasses all and rightfully remains in the Hall of Classics. The characters in the Christmas Isthmus all lived happily ever after. Of course, they did with the benefit of such wisdom. The old Irish adage pertains all the way through “never let the facts get in the way of a good story.”