It looks like an interesting book – lots of case studies of brands which have done ‘bold’ things in order to stand out from the crowd and demonstrate that customer experience is at least as impotant to them as the bottom line is.
Having flicked through the chapters, it looks like a great set of case studies of companies who decided to do things they normally wouldn’t be brave enough to… But wouldn’t most people want to do the ‘right thing’? It’s just a case of ensuring that the idea fits the strategy, and ensuring that there is the support both internally and externally to implement it.
I’m going to read the book and then maybe try having a ‘bold’ brainstorm on each of the accounts I work on.
Given a blank sheet of paper, what would be the Bold thing your client could do?