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Bold: How to be Brave in Business and Win Kindle Edition

19 customer reviews

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Length: 336 pages Word Wise: Enabled

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Editorial Reviews


"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 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 

From the Author

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Product Details

  • File Size: 3894 KB
  • Print Length: 336 pages
  • Publisher: Kogan Page; 1 edition (April 3, 2011)
  • Publication Date: April 3, 2011
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B004T1C5O0
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Not Enabled
  • Amazon Best Sellers Rank: #934,736 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Pam on May 6, 2011
Format: Paperback
The landscape of business has changed forever. Those who are ahead of the curve and are visionary know that the key to the future of one's business - small, medium, large, private, public or voluntary - is to have a "purpose beyond profit" and to continually think of strategic issues (in their broadest sense)on a daily basis because change is constant.
Smith and Milligan have captured the essence of change and the power behind a BOLD brand beautifully. Not only is their book an excellent read offering practical insight (illustrated through case studies)and suggested BOLD indicators for solving your own business issues, but they offer each reader the content of their book as the user's own data repository for seeking out particular elements and topics that they may want to research/seek guidance on at any particular point in time in their own way - this is an INTERACTIVE book!You can choose to take responsibility for seeking out the information from the book that you want and need to help you solve your business issues.The book's content has been appropriately indexed with an embedded key word search application to enable this interactive functionality. You even have the opportunity to challenge the co-authors with your own independent thoughts via a feedback facility!The use of BOLD as a data repository for meeting strategic business needs is supported with a free App download providing useful functionality to enable the reader to engage at a much deeper level!
This book through its current unique delivery method makes use of an App to connect with the digital world. It not only stands to be the first of many interactive books of the future, but BOLD's content is so powerful that any person serious about business, needs to make time to connect with this content, because everything communicates!It is a dynamic, two-way interactive,evolved brand engagement model for meeting business needs.It is in essence,"liquid and linked".
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Format: Paperback
The essence of this book is illustrated by a picture of a print ad created by BBH, an ad agency! It was for Levis and shows a number of white sheep all heading in one direction and in the middle is a black sheep heading the other direction! The caption says "When everybody zigs, zag!".

Bold: How to be brave in Business and Win by Shaun Smith and Andy Mulligan is a great read! It profiles a number of brands like Virgin Atlantic, Air Asia, Zappos, The Geek Squad and number of other brands and companies that have used bold strategies to build their brand quickly. This does not mean that just by being different you win. You will have to think differently as long as you attract customers, provide them unprecented value and keep them coming back for more.

AirAsia is a great example. It's a low cost airline that started in Malaysia and last year they placed an order for a record at that time, 200 Air Bus aircraft! They started out offering low cost flights in Asia around Malaysia and expanded into Air Asia X, their international subsidiary by carefully offering low cost flights to Bali and key tourist locations in Thailand. This started out with their first flight with one flight to the Gold Coast in Australia.

Zappos also makes an interesting case study in boldness with excellent, unquestioning service being their main product and products almost as afterthoughts. Zappos pioneered the idea of an online business being like fitting room in a department store - you can do unlimited returns with postage prepaid. You can keep trying different products till you find something you like.

The nice thing about this book is that although companies all appear to be the same, you see boldness in the uniqueness with which they have all used data, defined their strategies and executed them!

Very good book and worth reading!
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Format: Paperback
Bold highlights many different companies from various industries to explain to the reader how the companies became successful. This is unusually valuable information for anyone interested in leadership or management at any company. Leaders tend to have the same personality traits in common, such as being tenacious or persevering when there is little hope of success. Leaders also need to learn from the mistakes of others, and that information is priceless when a manager is able to learn a new strategy from someone else's blunders.

This book showcases the company leaders themselves and they are able to express their strategies as first person accounts in each chapter. Some of companies featured in the book are : Virgin Galactic, Oz, AirAsia X, Chilli Beans,, Burberry, the Geek Squad and others. The book features pull outs, color photos, bold headings and informative subheadings along with theories and models featured in chapters. It is fun to read and each chapter discusses a different leadership strategy.

For example, let's look at the Geek Squad. Some of us have seen the black and white cars (with the same coloring as police vehicles) with the "Geek Squad" logo painted on the side. Robert Stephens started the Geek Squad in 1994 with $200.00 for the Best Buy Company. It offers technical support for at home computer users, and the technicians come to your home to resolve PC issues on the spot. Stephens had an idea of global domination and he has been successful on this plan. The Geek Squad is now also available in the UK, and although the company is rapidly growing, it is humble in that the founder still does training of new recruits.
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