This book presents a groundbreaking interdisciplinary approach to business transformation by applying Jungian analytical psychology and alchemical symbolism to organizational development. Drawing on depth psychology, literary criticism, and strategic management, it reveals how enterprises can evolve from the factual enterprise—fixated on operational efficiency—to the total enterprise, integrating unconscious dimensions, archetypal identity, and symbolic meaning. The transformation unfolds through three alchemical phases: Nigredo (deconstructing corporate myths and confronting shadow material), Albedo (distilling strategic paradoxes), and Rubedo (integrating opposites into living cultural infrastructure). Real-life business cases illuminate each phase, enriched by literary imagery, philosophy, and visual arts. This rigorous yet flexible framework of individuation empowers leaders, consultants, and scholars to achieve authentic organizational transformation beyond superficial branding. Essential for anyone exploring Jungian organizational studies, psychoanalytic business approaches, corporate identity development, and alternative methodologies for sustainable enterprise transformation.

Roberto Biloslavo is the Vice President of Euro-Mediterranean University (EMUNI), Slovenia, and Head of the Institute for Behavioral Economics at ZRS Koper. His research focuses on strategic dualities, leadership, sustainable development, AI and wisdom. He consults for domestic and international companies. He has taught in the USA, Australia, Italy, and Turkey.

Beniamino Mirisola holds a PhD in Humanities and has researched at Ca’ Foscari University of Venice, Italy, across Humanities and Management. His work explores hermeneutics, organizational identity, corporate symbolism, Jungian psychology, and artificial intelligence’s impact on business models. He serves on several editorial boards.

David Edgar is Professor of Strategy and Business Transformation at Glasgow Caledonian University, UK. He has extensive teaching and research experience in the field of strategic management, specifically business models, dynamic capabilities and ambidexterity. He has published widely and undertaken research and consultancy projects worldwide.

Carlo Bagnoli is Professor of Strategic Innovation at Ca’ Foscari University of Venice, Italy. His research addresses business model innovation, strategic design, and organizational identity. He found several university spin-offs, directs Strategy Innovation initiatives, publishes extensively, and serves on international journal editorial boards.