Loose: The Future of Business Is Letting Go

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HowxA0;more open ways of thinking and operating are beginning to pervade even the largest and most complex institutions, from global corporations to government departmentsxA0;The future of business is loosex97;loose organizations, management styles, brands, thinking, and communications. For example,xA0;Google breaks the traditional rules of branding by changing its logo everyday, Doritos handed over the premium advertising slot in the Superbowl to a couple of amateur filmmakers, and even Pope Benedict XVI has embraced the inclusive "Obama model" of communication with YouTube broadcasts in 27 languages in an attempt to encourage debate. By building on cutting-edge case studies and conversations with the smartest business people from around the globe, this book challenges received wisdom and explains new ways of managing companies, building brands, engaging with customers, and marketing products and services.xA0;Shaking up the status quo and showing how prevailing business wisdom needs to change, this book will helpxA0;you changexA0;their terms of business, before they are changed for you.

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Martin Thomas is a business consultant, trainer, and writer. He cofounded Nylon, a specialist communication business, where his clients included Xerox, Morrison's, and Sony Ericsson.