More than ever before, business success depends on standing out from the crowd and delivering authentic experiences. The only businesses who can do this are the ones who are brave enough to challenge the industry norms and are relentless in their pursuit of being different. They are bold in thought, bold in execution and bold in measuring their success in new ways.

Bold tells the story of 20 companies who successfully ‘do it their way' and will inspire readers to think differently about how they can develop their own business.

In every industry there are some brands that stand out from the crowd. These companies are those that are bold enough to challenge conventional wisdom and in doing so, become market leaders. Smith and Milligan present a fascinating range of case studies from these bold and successful companies, from Southwest Airlines and Virgin to Cirque du Soleil and The Geek Squad, which shows that, whatever industry they’re in, these bold businesses share some common traits. The story of each company is told through the words of the executives themselves so readers can get up close and personal with the essence of what makes these organisations tick.