BOLD.

Author:Silverstein, Barry
Position:Book review

Shaun Smith (author), Andy Milligan (author); BOLD; Kogan Page (Nonfiction: Business & Economics) $26.95 ISBN: 9780749463441

Byline: Barry Silverstein

When it comes to writing an interesting business book, it's hard to go wrong with compelling case studies. BOLD makes the most of this approach.

Experts on brands and customer experience, the authors have selected fourteen companies that are "bold" in different ways, but all "have an unshakeable belief in what they stand for and let their actions follow their beliefs," write Smith and Milligan.

Each company is covered in a separate chapter in which the authors provide a brief introduction as well as edited interviews with company principals. These interviews lend an insightful first-person perspective about the particular organization. The reader gains access to several different viewpoints, since individuals are selected from various operational areas. Also included are a bulleted list of "Bold practices" and a summary section at the end of each chapter describing "Bold lessons" to be learned from the company.

The text is easy to read owing to the judicious use of color sub-heads, bold and italic type, and excellent photography and graphics that enliven each story. Within each chapter, the authors also include what they call "e-features" -- links to websites and online video to enhance the text.

The companies themselves run the gamut from large to small and from recognizable to obscure, making the book all the more interesting. For example, the authors, who are British, pay homage to the visionary Sir Richard Branson, of the Virgin empire, but they focus on the lesser known Virgin Galactic, a fledgling company...

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