Bold" is about 14 businesses brave enough to challenge industry norms. 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. " Bold" demonstrates that these brands share traits that make them unique, and it offers readers a checklist of things their own organizations can do to adopt these traits.