What do American Express, Converse, GE, and Lagunitas all have in common? They saw things differently.
We've had our expectations turned upside down by leading brands like American Express, Converse, and Waze, simply because they saw things differently. How did they do that? By questioning the prevailing wisdom which then created outsized results and lasting change. The Unconventionals chronicles the amazing stories behind these solid business successes and shows you how reinventing your company (or starting a new one) can be easier than you think! Through in-depth interviews with the CEOs, CMOs, and visionaries who had an idea that turned the unexpected into the expected, you will learn how to become unconventional too!
Hugh Kennedy is Professor of Arabic in the Faculty of Languages and Cultures at the School of Oriental and African Studies, London. He studied Arabic at the Middle East Centre for Arabic Studies before reading Arabic, Persian, and hstory at Cambridge. He was formerly a professor of history at the University of St. Andrews, a position he had held since 1972.
View titles by Hugh Kennedy
What do American Express, Converse, GE, and Lagunitas all have in common? They saw things differently.
We've had our expectations turned upside down by leading brands like American Express, Converse, and Waze, simply because they saw things differently. How did they do that? By questioning the prevailing wisdom which then created outsized results and lasting change. The Unconventionals chronicles the amazing stories behind these solid business successes and shows you how reinventing your company (or starting a new one) can be easier than you think! Through in-depth interviews with the CEOs, CMOs, and visionaries who had an idea that turned the unexpected into the expected, you will learn how to become unconventional too!
Hugh Kennedy is Professor of Arabic in the Faculty of Languages and Cultures at the School of Oriental and African Studies, London. He studied Arabic at the Middle East Centre for Arabic Studies before reading Arabic, Persian, and hstory at Cambridge. He was formerly a professor of history at the University of St. Andrews, a position he had held since 1972.
View titles by Hugh Kennedy
