Different Thinking is a manifesto for a new management. A management that upends long-held industry conventions, fearlessly challenges the old guard, and strives to amaze customers with innovative and unique products and services. Featuring case studies from major international brands and companies including Apple, Virgin, BMW, and Starbucks, the authors illustrate how taking such innovative approaches has worked in practice. Written in an accessible and practical style, Different Thinking offers business and management practitioners the opportunity to re-energize, transform and significantly increase the value of their organizations.