As organisations navigate the uncertainty and promise of artificial intelligence, many leaders are searching for guidance they can trust. For years, CTOs and senior engineers have turned to Pini Reznik, CEO of re:cinq and co-author, with Michael Müller, of From Cloud Native to AI Native: Catching the Next Wave of Innovation.

Known for helping enterprises modernise their systems and thinking, Pini has now created a comprehensive, pattern-based roadmap for technical leaders tasked with steering their organisations into the AI era. The book is already a bestseller and a central pillar of re:cinq’s expanding content ecosystem.

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A Career Shaped by Seeing Change Before It Hits

Pini had already established himself as a trusted expert long before this book. As co-founder of Container Solutions, he co-authored Cloud Native Transformation with O’Reilly, a book that helped engineering leaders understand the previous wave of technological disruption.

“Before re:cinq I was co-founder of another consulting company… and that book put us in the position of very, very strong credibility and trust by customers.”

When he launched re:cinq with Michael Müller, the business initially focused on sustainability in IT. But as they watched the pace and impact of AI accelerate, they shifted their entire focus to AI native consulting. To stand out in a crowded field and reach larger enterprises, they knew they needed a clear, authoritative message anchored in a substantial piece of work.

“We want to reach larger enterprises. And a book is one of the key elements to do that.”

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Clarifying the Message and the Audience

Early in the writing process, Pini realised he had to choose a clear audience. AI raises questions at every level, but it is technical leaders who must implement change.

“You cannot write both for CEO and CTO. It's just not practical… we made a choice explicitly to keep the book fairly technical.”

Working with Write Business Results, he clarified the commercial intent first: to position re:cinq as a leading partner for AI native transformation. The book therefore needed to speak directly to senior engineers, technical managers and CTOs.

That clarity also revealed space for a second book, one designed for non-technical senior leaders, which Pini and Michael have already begun.

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Turning Deep Expertise into a Practical Framework

Pini and Michael had decades of combined experience and a rich body of intellectual property in the form of design patterns and anti-patterns. The challenge was organising that knowledge into a structure readers could use immediately.

“The design patterns, or anti-patterns… this is the work or knowledge or experience that we collected over the years.”

With WBR’s support, the pair shaped a cohesive narrative showing how technological innovation arrives in waves and how organisations can prepare for the shift to AI native systems. Alongside the book, they created pattern cards, workshops and a dedicated website to make the content accessible in multiple formats.

For re:cinq’s technical audience, this ecosystem reinforces the credibility and practicality of the approach.

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The Results & Impact: Early Traction, Authority and Pipeline Momentum

The impact of the book was immediate, especially given how recently it launched. Within a fortnight, it had already strengthened visibility, credibility and engagement in powerful ways.

Bestseller Recognition Within Days

With just six pre-orders, the launch delivered far more momentum than expected.

“In the first 2 days, we sold close to maybe 60, 70 books… either on first place or second or third.”

Across physical and digital formats, the book reached the top of multiple Amazon categories, briefly appearing alongside long-established industry titles. Two weeks in, sales had reached 117 copies, with additional distribution at meetups and conferences.

Significant Re-Engagement Across the Network

LinkedIn activity surged. Posts about the book attracted hundreds of comments, many from people who had followed Pini’s work for years.

“It creates this re-engagement feeling… a lot of people in our network are now aware of what we are doing.”

For a consultancy with long sales cycles, this warm reconnection is commercially valuable.

A High-Value Asset Feeding the Pipeline

re:cinq’s consulting projects are often six- or seven-figure engagements, meaning even one new client would justify the entire investment.

“If I get one customer, it was worth all the trouble… and we are obviously going to get more than that.”

The book now makes initial conversations easier and more productive, because prospects arrive with shared context and confidence in the methodology.

‍Workshops and Tools Driving Early Demand

Within the first fortnight:

• The first AI Native Transformation workshop had been delivered.
  
  
• Further workshops were booked.
  
  
• Webinars and educational content were underway.
  
  
• Demand for the printed pattern cards was growing.
  
  

This suite of tools forms a natural progression from book to workshop to consulting engagement.

700+ Mini-Book Downloads Expanding Reach

A 30-page “mini-book” created ahead of launch generated more than 700 downloads, helping drive early sales and significantly widening the top of the funnel.

Growing Authority and Clear Market Differentiation

Readers recognised Pini as a consistent, credible voice in the industry, someone who has guided organisations through major transitions before.

“People kept saying… you are the thought leader. I’ve been following you for years.”

The book positions re:cinq as one of the few consultancies offering a structured, predictable approach to AI native transformation.

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Building a Foundation for Long-Term Growth

The book is already shaping re:cinq’s next phase: more workshops, deeper client conversations, the second non-technical book, and the continued development of pattern-based tools. Two case studies featured in the book are now being turned into standalone PDFs, giving prospective clients a clearer view of the methodology in action.

By turning their thinking into an accessible system, Pini and Michael have created a long-term commercial engine for re:cinq.

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The WBR Experience

Having worked with a major publisher before, Pini knew the value of editorial rigour, and the limitations of traditional publishing in a commercial context. Self-publishing with professional support allowed him to retain full control of the IP and use the book freely as a marketing asset.

“Having a professional human editor was essential, and without that, the book wouldn't be what it is.”

The partnership allowed him to focus on shaping ideas while WBR handled the structure, editing and publishing mechanics.

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Turn Your Expertise into a Business-Boosting Book

Pini’s author journey shows how the right support can transform deep expertise into an authoritative, high-impact asset. From Cloud Native to AI Native gave re:cinq credibility, visibility, and a commercial engine for growth, and you can do the same.

If you’re ready to elevate your authority, reach your ideal audience, and create a book that drives business results, book a call with Write Business Results today and start turning your ideas into a powerful, lasting legacy.