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Bold: How to Be Brave in Business and Win

Overview

In every industry, some brands stand out from the crowd because of their distinct way of doing things. These companies challenge conventional wisdom and industry norms to win in their markets. They see their customers and employees as members of a like-minded community, deliver unique and remarkable customer experiences, and are able to create an almost cult-like following around their brand. 

Bold is about 14 such businesses. They put purpose before profit, go beyond what ...

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Bold: How to be Brave in Business and Win

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Overview

In every industry, some brands stand out from the crowd because of their distinct way of doing things. These companies challenge conventional wisdom and industry norms to win in their markets. They see their customers and employees as members of a like-minded community, deliver unique and remarkable customer experiences, and are able to create an almost cult-like following around their brand. 

Bold is about 14 such businesses. They put purpose before profit, go beyond what customers expect, and relentlessly differentiate themselves from everyone else. They know no compromise and show no timidity. They are bold in thought and execution, and they measure their success in new ways. 

Shaun Smith and Andy Milligan include revealing interviews with key executives and let them tell each brand's story in ways that capture the unique culture of each company. The lively accounts are supported by a page design that in full color stresses and summarizes the key points. 

The 14 business represent an international "who's who" in consumer insight and engagement, from Brazilian sunglasses retailer Chilli Beans with over 200 stores in Brazil, Portugal and now the United States, to Zappos, the US the online shoe retailer. Other companies profiled include Virgin Galactic, Richard Branson's commercial spaceflight venture; Malaysian low-cost airline AirAsia, which builds a global brand by sponsoring sports teams including the Oakland Raiders; JCB, the manufacturer of heavy equipment; Umpqua Bank, based in Portland, Oregon; and Best Buy's The Geek Squad, provider of computer support and repair services. 

www.boldthebook.com

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Editorial Reviews

From the Publisher

"The best way to create a WOW experience for customers is to first create a WOW experience for employees. This book can inspire both." - Tony Hsieh, CEO of Zappos.com and author of Delivering Happiness

"Smith and Milligan have written a masterful blueprint for success using a combination of courageous examples coupled with powerful insights. A must read." 
- Chip R. Bell, co-author of Take Their Breath Away 

"This book sets a new direction for customer experience. The brands featured are thinking big about changing the landscape of their industries by creating dramatically different customer experiences." 
-Bernd Schmitt, CEO of The EX Group and author of Customer Experience Management (2003) and Big Think Strategy (2007) 

"When it comes to writing an interesting business book, it's hard to go wrong with compelling case studies. BOLD makes the most of this approach. Experts on brands and customer experience, the authors have selected fourteen companies that are "bold" in different ways, but all "have an unshakeable belief in what they stand for and let their actions follow their beliefs," write Smith and Milligan. ...The companies themselves run the gamut from large to small and from recognizable to obscure, making the book all the more interesting. ...Smith and Milligan have taken an even bolder step by creating a BOLD iPad application that allows users to interactively compare their companies to bold brands. The book is further enhanced by an engaging website. Smith and Milligan have put together an intriguing package that celebrates companies that are succeeding by being brave and different. Their book is brave and different, too, and one every business reader will find of great interest." - ForeWord Book Reviews

"BOLD: How to Be Brave in Business and Win is about 14 businesses brave enough to challenge industry norms, that operate ethically and go beyond what customers expect. Interviews with key executives of these companies offer insights on each brand's story and shows how the brands share traits that make them unique. The founders discuss growth and growing a small business and provide a wealth of tips key to any business seeking to grow a superior product." - Midwest Book Review 

Bold mentioned in Forbes article by Dean Crutchfield

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Product Details

  • ISBN-13: 9780749463441
  • Publisher: Kogan Page, Ltd
  • Publication date: 5/15/2011
  • Pages: 336
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.80 (d)

Meet the Author


Shaun Smith
is founder and partner in the consulting firm Smith+Co which works with brands around the world. A thought leader on the subject of customer experience strategy, he has appeared often on CNBC's "Ask the Expert" program. 

Andy Milligan is a consultant on brand and business culture. For almost 20 years he has advised major organizations on strategies for brand building, customer experience and internal culture. Together they are the authors of Uncommon Practice.

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Table of Contents

1. Virgin Galactic 
2. O2 
3. Air Asia 
4. Chilli Beans 
5. Six Senses 
6. Burberry 
7. BBH 
8. The Geek Squad 
9. Zappos 
10. Umpqua 
11. TNT 
12. JCB 
13. Innocent 
14. WWF 
15. Conclusions 16. Bold Brand Research

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