There are companies, which are ordinary. There are companies which are outstanding. But there is another breed of companies which are mavericks. They believe in out-of-the-box thinking and treat talent the same way as their customers. The unconventional ideas and groundbreaking strategies of these companies can help others plan well for the 21st century—a better way to lead, compete and succeed.

There are business organizations which exist for years whereas some even do not survive for a year. There are examples of some companies which have existed for decades. However, there are a few ones which have even survived and thrived through the wear and tear for a century and even beyond. What makes some business enterprises so enduring? There are examples of century-old veterans like General Electric, Johnson & Johnson (J&J), and Procter and Gamble (P&G), which are not only alive but very much kicking (P&G) is a dominant Fast Moving Consumer Goods (FMCG) player, globally; GE is one of the most feared conglomerates worldwide; J&J still remains one of the world's most respected pharmaceutical majors). Then there are the new, young guns like Netflix, InnoCentive and Cranium, to name a few, which are threatening the incumbents and changing the whole paradigm by rewriting the rules of the game. They are inventing the future of business. They are the mavericks.

The unconventional ideas and groundbreaking strategies of these maverick business organizations can help others plan well for the 21st century—a better way to lead, compete and succeed, suggest the authors. The book offers powerful insights into how a few companies, particularly the new entrants, are creating new markets through new, path-breaking ideas, thereby challenging the incumbents in their respective industries. It was business as usual for DVD-rental players until the advent of online DVD-rental and hence Netflix happened. Toys and games market got stirred with the entry of Cranium. The company's mix of unusual, out-of-the-box strategies, be it related to distribution or advertising, foxed rivals and got the company great successes.

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