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Bold: How to be Brave in Business and Win [Paperback]

Shaun Smith , Andy Milligan
4.8 out of 5 stars  See all reviews (13 customer reviews)
RRP: 16.99
Price: 11.89 & FREE Delivery in the UK. Details
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Book Description

3 April 2011

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.

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.

In every industry, some brands stand out from the crowd because of their distinct way of doing things. These companies challenge conventional wisdom and industry norms to win in their markets. They see their customers and employees as members of a like-minded community, deliver unique and remarkable customer experiences, and are able to create an almost cult-like following around their brand.

Bold is about 14 such businesses. They put purpose before profit, go beyond what customers expect, and relentlessly differentiate themselves from everyone else. They know no compromise and show no timidity. They are bold in thought and execution, and they measure their success in new ways.

Shaun Smith and Andy Milligan include revealing interviews with key executives and let them tell each brand's story in ways that capture the unique culture of each company. The lively accounts are supported by a page design that in full color stresses and summarizes the key points.

The 14 business represent an international 'who's who' in consumer insight and engagement, from Brazilian sunglasses retailer Chilli Beans with over 200 stores in Brazil, Portugal and now the United States, to Zappos, the US the online shoe retailer. Other companies profiled include Virgin Galactic, Richard Branson's commercial spaceflight venture, Malaysian low-cost airline AirAsia, which builds a global brand by sponsoring sports teams including the Oakland Raiders, JCB, the manufacturer of heavy equipment, Umpqua Bank, based in Portland, Oregon, and Best Buy's The Geek Squad, provider of computer support and repair services.

CMI Management Book of the Year Award for best e-Book.

Frequently Bought Together

Bold: How to be Brave in Business and Win + Managing the Customer Experience: Turning Customers into Advocates + Uncommon Practice: People Who Deliver a Great Brand Experience
Price For All Three: 74.96

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Product details

  • Paperback: 336 pages
  • Publisher: Kogan Page (3 April 2011)
  • Language: English
  • ISBN-10: 0749463449
  • ISBN-13: 978-0749463441
  • Product Dimensions: 1.9 x 21.6 x 22.9 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: 269,832 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Shaun has been a catalyst in expanding management focus from the tactical issues of customer service to the wider strategic issue of customer experience. He has developed some of the latest thinking around this subject, helping organisations world-wide create a compelling customer experience that achieves brand differentiation and customer loyalty.

He is co-author of four acclaimed business books. Shaun's latest book "Bold - how to be brave in business and win" examines those brands that are transforming their markets and was awarded management e-book of the year for 2012.

Rated as one of the top business speakers Shaun doesn't talk about complex methodologies or magic bullets; instead his approach is refreshingly straightforward, always pragmatic and at times, controversial.

Product Description


"Packed full of original ideas and inspirational stories that'll give you the confidence to do things your way." (Richard Reed, Co-founder of Innocent Drinks)

"Bold is one of the most inspiring and insightful books on what it takes to build a pure and compelling global brand for todays generation, in this digitally disruptive age." (Angela Ahrendts, CEO Burberry)

"Fortune favours the brave. This book can show you the way." (Ronan Dunne, CEO, Telefonica O2 UK Ltd)

Book Description

Winner of the E-book category - CMI Management Book of the Year Awards 2011/12

Bold is about companies who stand out from the crowd and do things their way. Inspiring case studies such as Virgin Galactic, Innocent and Zappos, show that brand building is now about completely re-thinking the customer experience and redefining the relationship you have with your customers.

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Customer Reviews

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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
4.0 out of 5 stars Bold Over 23 Jun 2011
I don't usually leave reviews for books, as I'm time-starved as it is without spending part of my day on Amazon. But this is an exception. Bold is an inspiring read, giving us an insider's view of the world's most intrepid businesses and what makes them so unique. A must-read for anyone who runs their own business or works in marketing, brand communications and HR, each chapter is a case-study about why it's so crucial to be bold in business, how to harness the happiness of staff to drive customer satisfaction and how to use a brand's unique voice to elevate it above all others. It's a 336-page internship at the world's most enviable companies, namely Zappos, Virgin Galactic, Geek Squad, Burberry, Umpqua Bank, O2 and greatest of all, innocent. (I must confess, there are two businesses included in this book that, in my opinion, could have been left out. But this is only a minor stain) Thanks Ta, for introducing me to the book.
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1 of 1 people found the following review helpful
5.0 out of 5 stars True Voices 26 May 2011
By Chris
Two outstanding things about Bold. First that the organisations featured speak in their voice, tone and spirit; it is as if one is inside WWF or Virgin or BBH. Second, that Andy and Shaun have codified what makes a bold individual or organisation into a truly practical framework. Simple really.
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4.0 out of 5 stars Interesting 11 Feb 2013
By D Dorah
Format:Paperback|Verified Purchase
Heard about this innovators dna and decided to give it a go just reading it now and it appears interesting.
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4.0 out of 5 stars Bold 7 May 2012
By Njsjedi
Format:Kindle Edition
I met Shaun last year when he was presenting at a work thing, the book is good, don't sit down to read at one go but dip in and out!
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5.0 out of 5 stars Rewards for Bravery 29 Sep 2011
This book follows the successful format of many business books: get a range of corporate leaders to tell you how they do it so the rest of us can replicate their DNA. The book is easy to read, with each chapter organised as a mini case-study of an international B2B or B2C champion applying bold ideas to engender customer, staff, supplier and overall loyalty to a memorable brand relationship. I'd heartily recommend to anyone with a desire to increase their business success!
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5.0 out of 5 stars Bold 12 Jun 2011
By Rhona
- Bold, is particularly good, very inspirational and I suspect a book that I will revisit for case studies many times."
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5.0 out of 5 stars Inspiring, Insightful & Innovative! 28 May 2011
By TomHoff
Bold really is one of those books that makes you see things differently, think differently and inspires you to act differently. It's full of incredible stories about how brands differentiate themselves from the competition and proves we don't have to conform to succeed.
A great book and an enjoyable read.
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Most Recent Customer Reviews
5.0 out of 5 stars Smart thinking and a fun read
A great book for anyone in business who is keen to do things differently. I thought this was extremely engagingly-written (interesting stories, non-patronising) and very inspiring.
Published on 5 May 2011 by Sophie D
5.0 out of 5 stars They've done it again..
A very long time ago I read Uncommon Practice by the same authors. Its stories of brands delivering exceptional experiences stayed with me and I still pull out an example every... Read more
Published on 4 May 2011 by Ruth37
5.0 out of 5 stars Inspiring, Intelligent, Intentional
BOLD reveals the stories behind 14 brands - some familiar (O2, Burberry, Innocent drinks) and some new to me (Zappos. Read more
Published on 29 April 2011 by LJ
5.0 out of 5 stars Practical, Engaging and Applicable
This is an excellent book on how to create truly differentiating experiences. Written in clear, consise and engaging language - low on management speak and theory and justly heavy... Read more
Published on 27 April 2011 by Vanessa
5.0 out of 5 stars Thought provoking, great read
Full of real case examples of how businesses have approached being bold without realising it. There are also starkly bold practises commented on, such as paying employees $2000 to... Read more
Published on 8 April 2011 by Simon
5.0 out of 5 stars Bold - how to be brave in business and win
Excellent book and some great quotes and insights. Anyone in marketing or management for that matter will find this helpful and inspirational.
Published on 6 April 2011 by Jim
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