This paper is positioned within theoretical perspectives that focus on welfare states as systems of power and negotiation between key social forces acting in and through the state apparatus. Despite an emerging consensus that UK welfare-state restructuring is deeply problematic, there appears to be reluctance, within the debate, to discuss viable alternatives to neoliberalism. In contrast to UK and North American strategies, Denmark has adopted a ‘welfare-through-work’ model, built around a more inclusive system of welfare reform. This article discusses its emergence, and focuses on the importance of Job Rotation as its leading-edge socio-economic strategy. It highlights recent conflicts and tensions within Job Rotation and, lastly, suggests lessons for the UK.