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In Mavericks at Work, William C. Taylor and Polly LaBarre offer a crash course in business at its best. Chronicling 30-plus companies, the co-authors contend that flagship firms aren't just innovative; they share several defining traits: Mavericks have an unwavering sense of purpose that often upends accepted industry truth, they use unique methods, they understand their customers and they hire superior talent. But most important, these firms know exactly who they are.
Take online retail bank ING Direct USA, which has no customer fees, offers no credit cards and rejects customers who are too wealthy for the company's mission: to help regular people save, not spend. In 2004 the bank generated $250 million in profits. At ING, challenging industry thinking has only enhanced profitability.
With maverick examples from Craigslist to Cranium, the co-authors unearth common cultures of purpose that steer business innovation, profitability and excellence. And they challenge us to question what makes a company greater than the sum of its parts. (336 pages, $26.95)
Lauren Horwitz, former managing editor, production, for CIO Decisions, is now managing editor for TechTarget's Data Center Media Group. Write to her at lhorwitz@techtarget.com.
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