A Beautiful Constraint: How To Transform Your Limitations Into Advantages, and Why It's Everyone's BusinessISBN: 978-1-118-89901-4
288 pages
February 2015
US $30.00
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How to Transform Your Limitations Into Advantages and Why It’s Everyone’s Business
We live in remarkable times, full of abundance of choice and opportunity as never seen before, yet confronted just as often with scarcity. A facility to embrace constraints has never been more necessary, not just by the innovators on the front page of the business press, but by all of us. In order to thrive, we cannot merely become comfortable with constraints; we must learn how to revel in the opportunities they present. A Beautiful Constraint (Wiley, January 19th, 2015), a new book by Adam Morgan and Mark Barden, explains how to do just that.
Morgan and Barden are experts at converting constraints into advantages. Their company, eatbigfish, is a brand consultancy that specializes in the thinking and behavior of “challenger brands.” A challenger brand is a company or product brand in an industry that is not the category leader, but has ambition beyond its resources and a willingness to embrace the implications of that gap. The term was made popular by Morgan’s first book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Wiley, April, 2009), which was an international bestseller.
The authors present case studies based on their interviews with high-profile individuals and teams in disciplines as varied as marketing, supply chain, race car engineering, design, agronomy, and education, all of whom had turned apparent constraints into sources of possibility and advantage.The book transforms this vital information into a tool kit to help the reader make more from less, describing the mindset, method, and motivation required to make constraints beautiful. By reading this book, learn how:
- Nike’s response to the accusations of unhealthy working conditions resulted in product improvements for the brand.
- Craft beer company, BrewDog, dealt with a bank loan rejection by starting an effective crowd-funding effort, “Equity for Punks.”
- Audi used diesel technology to save time and win the Le Mans race in 2006.
- Losing tobacco sponsorship was the best thing to happen to McLaren Formula One.
- Rent the Runway proved to fashion designers that allowing them to rent out their clothes could be wildly profitable.
- Sailor Jerry fought Captain Morgan, without an advertising budget, and won.
- Dr. Louise Waters at Leadership Public Schools created ExitTicket, an app that effectively tracks students’ progress.
- Juntas Finanzas’ text-based financial management tool made its customers feel more financially educated and powerful than they had ever felt before.
- Warby Parker’s internal annual report became marketing gold.
The teachings in this book will be just as valuable to exceling in your personal life as they will to transforming your business. It has received rave reviews from notable thought leaders, such as: Dan Wieden, Co-Founder & Chairmen, Wieden + Kennedy, and Scott Rohde, SVP Product Development, Sony PlayStation Worldwide Studios America.