Bold : How to be Brave in Business and Win

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  • Format: Paperback
  • Copyright: 2011-05-28
  • Publisher: Kogan Page Ltd
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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 boldin thought, boldin execution and boldin 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.

Author Biography

Shaun Smith is founder and partner in the customer experience consultancy Smith+Co, which works with leading brands around the world to design distinctive experiences. A thought leader on the subject of customer experience strategy, he is the co-author of the best-selling books Uncommon Practice, See, Feel, Think, Do and Managing the Customer Experience. Shaun is rated as a top business speaker internationally. Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues, and as well as Uncommon Practice, he is co-author of See, Feel, Think, Do, Don't Mess with the Logo and author of Brand it Like Beckham. He is a founding partner of The Caffeine Partnership, which helps management in a hurry to grow their business and brands.

Table of Contents

Introductionp. 1
Virgin Galacticp. 7
Bold practicesp. 8
Sir Richard Branson - the visionaryp. 9
Will Whitehorn - the presidentp. 10
Stephen Attenborough - the commercial directorp. 17
Trevor Beattie - the passengerp. 19
Brian Binnie - the pilotp. 23
Bold lessonsp. 26
O2p. 29
Bold practicesp. 30
Ronan Dunne - the CEOp. 31
Tim Sefton - the strategy guyp. 38
Gav Thompson - the brand guyp. 43
Bold lessonsp. 48
AirAsia Xp. 53
Bold practicesp. 54
Azran Osman-Rani - the CEOp. 55
Moses Devanayagam - director of operationsp. 62
Datin Shelina Razaly Wahi - director of legal and peoplep. 64
Bold lessonsp. 66
Chilli Beansp. 71
Bold practicesp. 72
Caito Maia - the founderp. 73
Mario Ponci Neto (Marinho) - the expansion and new business directorp. 75
Vanessa Rincon - director of products and suppliesp. 78
Bold lessonsp. 79
Six Senses Resorts and Spasp. 83
Bold practicesp. 83
Sonu Shivdasani - the visionaryp. 84
Bernhard Bohnenberger - the managing directorp. 90
Anand Rao - the chief talent officerp. 93
Alasdair Junor - the COOp. 95
Rochelle Kilgariff - the general managerp. 97
Christopher Bailey - the customerp. 100
Bold lessonsp. 101
Burberryp. 105
Bold practicesp. 106
Angela Ahrendts - chief executive officerp. 107
Christopher Bailey - chief creative officerp. 111
Sarah Manley - chief marketing officerp. 114
Reg Sindall - executive vice president, corporate resourcesp. 117
Bold lessonsp. 120
BBHp. 123
Bold practicesp. 124
Nigel Bogle - founderp. 124
John Hegarty - founderp. 129
Gwyn Jones - global chief operating officerp. 132
Charles Wigley - chairman of BBH Asiap. 136
David Gates - global category director for whisky for Diageo and BBH clientp. 139
Bold lessonsp. 141
The Geek Squadp. 145
Bold practicesp. 145
Robert Stephens - founder and chief inspectorp. 146
Jeff Severts - the promise makerp. 153
Lee Williams - the Double Agentp. 158
Casper Thykier - the customerp. 160
Bold lessonsp. 162
Zappos.comp. 167
Bold practicesp. 168
Tony Hsieh - delivering happinessp. 168
Wendy Fitch - the happy customerp. 172
Alexa Farnes - the happy employeep. 175
Rob Siefker - the happy managerp. 177
Bold lessonsp. 180
Umpqua Bankp. 183
Bold practicesp. 184
Ray Davis - the game changerp. 185
Lani Hayward - the creative strategistp. 190
Barbara Baker - the culture enhancerp. 194
JoEllen Nieman - the customer championp. 197
Bold lessonsp. 200
TNT Expressp. 205
Bold practicesp. 205
Marie-Christine Lombard - group managing directorp. 206
Michael Drake - the strategist; regional managing director North Asiap. 208
Iman Stratenus - the visionary; managing director Chinap. 210
Alex Xiang - the championp. 213
Chris Goossens - the advisor; global customer experience directorp. 215
Bold lessonsp. 218
JCBp. 223
Bold practicesp. 224
Sir Anthony Bamford - chairmanp. 224
John Kavanagh - director of communicationsp. 230
Matt McClurg - global marketing directorp. 234
Tim Burnhope - group MDp. 237
Kevin Balls of J C Balls - the lifelong customerp. 239
Bold lessonsp. 240
innocentp. 245
Bold practicesp. 245
Richard Reed - chief squeezerp. 247
Dan Germain - guardian angelp. 251
Steve Spall - paranormal greengrocerp. 253
Jessica Sansom - head tree huggerp. 256
Joe McEwan - juice figalowp. 258
Karen Callaghan - chief growerp. 262
Bold lessonsp. 263
WWFp. 267
Bold practicesp. 268
Jim Leap - director generalp. 268
Natasha Quist - regional director, WWF Central Africa Regional Programmep. 272
Lasse Gustavsson - executive director, conservation, WWF Internationalp. 274
Danielle Chidlow - director of brand strategy at WWF Internationalp. 276
Eric Bohm - CEO, WWF Hong Kongp. 279
David Nussbaum - CEO, WWF UKp. 281
Bold lessonsp. 283
How to be bold: practices, principles and peoplep. 289
The bold practices: the whatp. 290
The bold principles: the whyp. 295
The bold people: the whop. 301
How bold are you?p. 302
Bold practice surveyp. 305
Bold action - how do you build a bold brand?p. 310
Bold - the keynote presentationp. 313
Bold - the webinarp. 313
Bold - the Brand Experience Masters programmep. 314
The BOLD authorsp. 316
Acknowledgementsp. 318
Table of Contents provided by Ingram. All Rights Reserved.

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