A BOOK BY JEN ASPLUND
THE HOPE ADVANTAGE
The real reason change fails isn’t resistance.
It’s resignation.
Hope isn’t a strategy — it’s a competitive advantage. The belief that a better future is possible, that your effort matters, and that there are multiple ways to get there. When leaders engineer those conditions intentionally, transformation doesn’t just succeed — it becomes a capability the organization carries forward.
Coming
The Hope Advantage
2027
LEG ONE
Direction
Does your organization know where it’s going and why it matters?
LEG TWO
Ownership
Do people believe their effort matters and that they have the power to act?
LEG THREE
Movement
Can people see that the work is going somewhere and the struggle is worth it?
The greatest threat to transformation isn’t resistance. It’s resignation. And hope is the only antidote.
THE BOOK
What organizational hope actually looks like.
Most transformation frameworks focus on strategy, structure, and execution. The Hope Advantage goes deeper to the psychology of what makes people believe change is worth fighting for, and what causes them to quietly stop.
Drawing on two decades inside Fortune 200 organizations and hundreds of coaching engagements, Jen Asplund identifies the three conditions that separate transformations that take hold from the ones that quietly fade out in the messy middle.
This isn’t a book about optimism. It’s a book about engineering the conditions for belief at scale, inside organizations that are already exhausted from trying
FREE TOOLKIT
Four tools to use right now.
Enter your email below and get immediate access to the Hope Advantage Toolkit — four frameworks from the book you can use in your next transformation effort today.
01
Why Transformations Stall
The three-legs framework. Identify which leg has collapsed in your transformation and what to do about it.
02
THE TRANSFORMATION SHERPA
The SPARK framework. Five signals to look for in the person who will help your organization make the climb.
03
THE IMPOSTER GUIDE
Five people who look like Transformation Sherpas but aren’t — and the missing signal that will eventually stall your effort.
04
THE INITIATIVE BLUEPRINT
A one-page planning tool that designs Direction, Ownership, and Movement into every transformation initiative from day one.
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ABOUT THE AUTHOR
Twenty years inside the most complex transformations in the world.
Jen Asplund spent two decades leading large-scale organizational transformation at AT&T and RTX — driving billions in bottom-line impact, leading teams of thousands, and navigating the politics, resistance, and messy middles that most transformation frameworks never talk about.
She left corporate America to coach the leaders navigating those same challenges and to write the book she wishes had existed when she was in the room. The Hope Advantage is that book.
Jen is an executive coach, leadership advisor, and ICF-certified coach based in Des Moines, Iowa. She works with transformation leaders and senior executives through Asplund Leadership Consulting.
The belief behind the book
A better future is possible.
Your effort matters.
There are multiple ways to get there.
That’s not a platitude. That’s the engineering brief. The Hope Advantage is about building the conditions for that belief to exist inside organizations — and the leaders who know how to do it are the ones who change everything.