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    What do electric shavers, craft beer, and DNA tests all have in common? They were all revolutionized by the Unconventionals.

    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 simply questioning the prevailing wisdom which then created outsized results and lasting change.

    The Unconventionals by expert authors Mike O'Toole and Hugh Kennedy is a 1-hour Ignite Reads book that 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! Read positive quotes for motivation, inspiration, and success from Mike O'Toole and Hugh Kennedy, here. For more on mastering change, try Think Different, Not Harder by Karl Schoemer.

    If you'd like more training or something to present at a book club, you can take the lessons learned even further when you join Elite Club - all members receive free training presentations (The Unconventionals Training Presentation Preview).

    Inspirational Messages

    “We want meaning in our work as employees, and we want a story we can believe in as consumers.”

    “Change captures imaginations and shifts behavior.”

    “The most successful companies...use their brands to shift the market in a way that makes life better for buyers and favors what they do best.”

    “People like brands with a bigger change mission, and they want that mission to be more than words.”

    “You possess the power to be courageously curious. So think for yourself. Explore. Imagine. Be Unconventional.”


    —From Mike O'Toole & Hugh Kennedy


    Read a FREE excerpt from The Unconventionals.
    • Details:
    • Format: Hardcover
    • Trim Size: 5" x 7"
    • Page Count: 128

    Free Discussion Guides

    Try using The Unconventionals as part of your next training event, team meeting or book club! Our free discussion guide is the perfect companion to the book, and will help you get the most out of your event. Included are discussion points and questions that will help guide your team through this book.

    About Authors

    HUGH KENNEDY is the co-author of The Unconventionals with Mike O'Toole, and supporting partner at PJA Advertising and Marketing.

    MIKE O'TOOLE is the president of PJA Advertising and Marketing, host of the award-winning podcast “The Unconventionals”, blogger for Forbes CMO network, and speaker at Columbia University. Mike co-authored The Unconventionals with Hugh Kennedy.

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