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How to be Brave in Business and Win

Shaun Smith, Andy Milligan

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Journey into the stories of 14 businesses that have been brave enough to pursue audacious goals, challenge industry norms and ultimately win in their arena, with inspiring lessons to learn.

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About the book

More than ever before business success depends on standing out from the crowd and delivering authentic experiences that turn your customers into advocates for your business. BOLD tells the stories of 14 companies that prove that brand building is now about completely rethinking the customer experience and redefining the relationship you have with your customers. Each inspiring story is told by the executives involved who were brave enough to pursue audacious goals, challenge industry norms and win.

Winner of the E-book category of the CMI Management Book of the Year Awards (2011/12), BOLD puts the spotlight on Virgin Galactic, Innocent, O2, Air Asia X, Chilli Beans, Six Senses Resorts and Spas, Burberry, BBH, The Geek Squad, TNT Express, JCB, WWF, Umpqua Bank and Zappos.com. These inspiring case studies demonstrate that putting purpose before profit, going way beyond what customers expect and relentlessly differentiating themselves from everyone else - in other words, being bold in thought, bold in execution and bold in measuring their success in new ways - pays off.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Virgin Galactic;
    • Chapter - 02: O2;
    • Chapter - 03: AirAsia X;
    • Chapter - 04: Chilli Beans;
    • Chapter - 05: Six Senses Resorts and Spas;
    • Chapter - 06: Burberry;
    • Chapter - 07: BBH;
    • Chapter - 08: The Geek Squad;
    • Chapter - 09: Zappos.com;
    • Chapter - 10: Umpqua Bank;
    • Chapter - 11: TNT Express;
    • Chapter - 12: JCB;
    • Chapter - 13: innocent;
    • Chapter - 14: WWF;
    • Chapter - 15: How to be bold: practices, principles and people;
    • Chapter - 16: Bold practice survey


Packed full of original ideas and inspirational stories that'll give you the confidence to do things your way.
Richard Reed, Co-founder of Innocent Drinks

Bold is one of the most inspiring and insightful books on what it takes to build a pure and compelling global brand for todays generation, in this digitally disruptive age.
Angela Ahrendts, CEO Burberry

Fortune favours the brave. This book can show you the way.
Ronan Dunne, CEO, Telefonica O2 UK Ltd

Book Details

  • EAN: 9780749463441
  • Edition: 1
  • Published: 3rd April 2011
  • Paperback
  • Format: 235x160
  • 336 pages

About the Author

Shaun Smith is founder and partner in the customer experience consultancy Smith+Co which works with leading brands around the world. A thought leader on the subject of customer experience strategy, he has featured many times on CNBC's Ask the Expert programme and is the co-author of On Purpose (published by Kogan Page).

Andy Milligan has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. He appears regularly in the media to comment on brand issues, is the author of Brand it Like Beckham and co-author of On Purpose (published by Kogan Page).

Shaun Smith

Andy Milligan

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