One Bold Move™

One Bold Move™

Every business and brand is just one bold move away from changing everything.

One Bold Move looks at ten moments when a brand needed to change.

Sometimes the pressure was economic. Sometimes the category had moved, competition was closing in, growth had stalled or the old answer simply wasn't working anymore.

None of these are new case studies. Some are decades old. That's partly the point. The circumstances change, but the problems businesses face often don't.

Each story looks at the move the brand made, why it mattered and what happened as a result. They weren't tweaks around the edges. They were important decisions with significant commercial consequences.

Four of the ten are pieces of work I was directly involved in. The others are cases I've admired, studied and returned to over the years.

It's a short book. It's free. And if you're running a business or brand that needs to change, I hope it makes you think about the move you could make next.