IN THIS SUMMARY
Today, the world of business is so crowded that only courageous companies with radically different business approaches can attract the attention of consumers. In BOLD, Shaun Smith and Andy Milligan explain that customer loyalty can be won only by providing an exceptional, memorable experience and by aligning the company to a purpose that is beyond profit. Companies that stand by their promises will be able to separate themselves from the herd, and while this requires courage, conviction, and imagination, the rewards can be immense. In BOLD, the authors examine 14 companies that have gained success by demonstrating boldness, explaining in detail what they did, how they did it, and why they did it.