The Unconventionals: How Rebel Companies Are Changing Markets, Hearts, and Mindsand How You Can Too

(Hardback)

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Description

What do electric shavers, craft beer, and DNA tests all have in common They were all revolutionised by the Unconventionals. We've had our expectations turned upside down by leading brands like Converse, General Electric, and Waze simply because they saw things differently. How did they do that By simply questioning the prevailing wisdom which then created outsized results and lasting change.The Unconventionalschronicles the amazing stories behind these solid business successes and shows you how reinventing your company (or starting a new one) can be easier than you think! Through in-depth interviews with the business visionaries who turned the unexpected into the expected you will learn how to become unconventional, too!

Reviews

"Mike O'Toole and Hugh Kennedy have been delving into the world of such unconventional companies for over six years now, researching case studies, interviewing company founders, executives, and employees, and digging into their stories to find out what makes them such magnet for devoted customers, employees, and fans.

What Mike and Hugh have done here is dig deeply into these three ideas-category reinvention, animating purpose, and customer collaboration-by exploring the stories of an extremely wide-ranging set of businesses that each illustrate this unconventional path to building a great business with, and not just for, their customers." - David L. Rogers, bestselling author, The Digital Transformation Playbook; Faculty director, Digital Business Strategy and Digital Business Leadership, Columbia Business School

Author Bio

MIKE O'TOOLE is the president of PJA Advertising and Marketing, the host of the award-winning podcast "The Unconventionals," a blogger for Forbes and CMO network, and a speaker at Columbia University. HUGH KENNEDY is a supporting partner at PJA Advertising and Marketing.