Renowned playwright George Bernard Shaw once said "The
reasonable man adapts himself to the world, the unreasonable one
persists in trying to adapt the world to himself. Therefore all
progress depends on the unreasonable man." By this definition, some
of today''s entrepreneurs are decidedly unreasonable - and have even
been dubbed crazy. Yet as John Elkington and Pamela Hartigan argue
in The Power of Unreasonable People, our very future may hinge on
their work. Through vivid stories, the authors identify the highly
unconventional entrepreneurs who are solving some of the world''s
most pressing economic, social, and environmental problems. They
also show how these pioneers are disrupting existing industries,
value chains, and business models - and in the process creating
fast-growing markets around the world. By understanding these
entrepreneurs'' mindsets and strategies, you gain vital insights
into future market opportunities for your own organisation.
Providing a first-hand, on-the-ground look at a new breed of
entrepreneur, this book reveals how apparently unreasonable
innovators have built their enterprises, how their work will shape
risks and opportunities in the coming years, and what tomorrow''s
leaders can learn from them. Start investing in, partnering with,
and learning from these world-shaping change agents, and you
position yourself to not only survive but also thrive in the new
business landscape they''re helping to define.
關於作者：
John Elkington is the Founder, Chief Entrepreneur, and
Non-Executive Director of the international consultancy
SustainAbility, Ltd. Pamela Hartigan is Managing Director for the
Schwab Foundation for Social Entrepreneurship.
目錄：
Foreword
Prdface
Acknowledgments
INTRODUCTION
Roofs of Unreason, Sources of Power
Part I: Building Innovative Enterprises
ONE
Creating Successful Business Models
TWO
Tapping Financial Resources
Part II: Creating the Markets of the Future
THREE
Identifying Market Opportunities
in Ten Great Divides
FOUR
Raising Expectations for Bonsai Consumers
……
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