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The purpose of this paper is to share an integral business transformation approach and to illustrate its application in a real case in the pharmaceutical industry.

This model has been inspired and developed after years of research, successfully working with different leading organizations in Latin America. Its main pillars are the identification of new rules of success and the awareness of the transformation implications. It links the strategy, the people, and the processes as a system in a new way which will respond better to the challenging and changing conditions of the environment. It allows for the creation of new relationships inside and outside the organization. This facilitates employee/customer engagement, results, and fulfillment as the basis for business sustainability.

Results indicate that the identification of new rules of success and the re‐articulation of the system implies a transformation of the individuals as well as the organization in a connected way. The capability to do this generates business results.

Leaders must be aware of the implications in their role as context creators in which customer and employee emotional engagement occurs. Leaders also need to rearticulate the human and business system to discover and implement new rules of success as the key success factors for growth.

This is the first time, according to the authors, there is sharing of the application of an integrated approach linking business and emotional issues which lead to performance and fulfillment.