Bold : how to be brave in business and win

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In every industry, certain brands distinguish themselves by challenging conventional wisdom and norms to succeed in their markets. These companies view customers and employees as part of a like-minded community, delivering unique experiences that foster a cult-like following. The focus is on 14 such businesses that prioritize purpose over profit, exceed customer expectations, and differentiate themselves boldly. They embody a fearless approach in both thought and execution, measuring success through innovative metrics. The authors, Shaun Smith and Andy Milligan, share revealing interviews with key executives, allowing each brand's story to reflect its distinct culture. The vibrant page design emphasizes and summarizes key points, enhancing the lively narratives. Featured brands include Brazilian sunglasses retailer Chilli Beans, with over 200 stores across Brazil, Portugal, and the U.S.; Zappos, the renowned online shoe retailer; Virgin Galactic, Richard Branson's spaceflight venture; Malaysian airline AirAsia, known for its sports sponsorships; JCB, a heavy equipment manufacturer; Umpqua Bank from Portland; and Best Buy's The Geek Squad, which offers computer support and repair services.