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

Shaun Smith , Andy Milligan
4.8 out of 5 stars  See all reviews (19 customer reviews)

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Book Description

Winner of the 2012 CMI Management Book of the Year Award for best e-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 is about 14 businesses brave enough to challenge industry norms; they put purpose before profit, go way beyond what customers expect and relentlessly differentiate themselves from everyone else. They know no compromise, they show no corporate timidity. They are BOLD in thought, BOLD in execution and BOLD in measuring their success in new ways. The game changing companies featured challenge conventional wisdom to win in business and include: Virgin Galactic, Innocent, O2, Air Asia, Chilli Beans, Six Senses, Burberry, BBH, The Geek Squad, TNT, JCB, WWF, Umpqua and Zappos.
BOLD reveals that they share some traits that make them unique and each brand story is told through the words of the executives involved. Find out how to be BOLD, brave and put your money where your mouth is.

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 

Bold mentioned in Forbes article by Dean Crutchfield

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)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B004T1C5O0
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #513,072 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
5.0 out of 5 stars Don't delay. Engage with BOLD today! May 6, 2011
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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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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5.0 out of 5 stars An anthology of success stories from different companies February 18, 2012
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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Most Recent Customer Reviews
5.0 out of 5 stars A necessary reminder of the power of bravery to keep innovative ideas...
An entertainingly unique marketing book that uses 14 well presented case studies as stories which lead to 8 core principles for how to create a BOLDER organization. Read more
Published 5 months ago by Rohit Bhargava - Author | Speaker | Nice Guy
3.0 out of 5 stars Great companies but too cliche management book writing
It's a book full of impressive companies but it's written just like any other management book. It could've been narrated so much more interesting. Read more
Published 14 months ago by Max Bergman
4.0 out of 5 stars Take the leap!
Left me wanting to break the mold of the normal and safe. Great examples of fearless(believing in concept) minds in business.
Published 22 months ago by sjcamburn
5.0 out of 5 stars Rewards for Bravery
This book follows the successful format of many business books: get a range of corporate leaders to tell you how they do it so the rest of us can replicate their DNA. Read more
Published on September 29, 2011 by A. L. Stewart-allen
5.0 out of 5 stars Bold companies maximising the power of social networks
* Full disclaimer - I have worked with Shaun for over 7 years as a consultant and can attest to the high quality of his work both as an author as well as world class thought leader... Read more
Published on June 22, 2011 by Claudio Toyama
5.0 out of 5 stars BOLD and inspiring book
BOLD is a fascinating way of presenting the way companies engage in innovative customer experience. It is about brands in various industries making strategies work which no... Read more
Published on June 20, 2011 by Lody
5.0 out of 5 stars Facinating learning points
First when I find this book I was very suspicious. Just another book, but let's read it... but I was surprised! Read more
Published on June 17, 2011 by Kari
5.0 out of 5 stars A great read
A lot of these type of books feel tired or patronising but this book is really worth your money.

A great insight into some innovative businesses and written in such a... Read more
Published on June 5, 2011 by Matt Harris
5.0 out of 5 stars A Global Business Bible
BOLD is a fascinating read. The case studies will expand your thinking about "how to succeed in business with all really trying. Read more
Published on June 3, 2011 by Anne De Santis
5.0 out of 5 stars Readable and inspiring
I read a lot of business books and this one is one of the most enjoyable reads I've had in a long while. Read more
Published on June 1, 2011 by Sophie D
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More About the Author

Shaun has been a catalyst in expanding management focus from the tactical issues of customer service to the wider strategic issue of customer experience. He has developed some of the latest thinking around this subject, helping organisations world-wide create a compelling customer experience that achieves brand differentiation and customer loyalty.

He is co-author of four acclaimed business books. Shaun's latest book "Bold - how to be brave in business and win" examines those brands that are transforming their markets and was awarded management e-book of the year for 2012.

Rated as one of the top business speakers Shaun doesn't talk about complex methodologies or magic bullets; instead his approach is refreshingly straightforward, always pragmatic and at times, controversial.

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