This is the winner of the E-book category - CMI Management Book of the Year Awards 2011/12. 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 Bold in thought, Bold in execution and Bold in 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.