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Title: Unleash Different
Author: Rich Donovan
Narrator: Braden Wright
Format: Unabridged Audiobook
Length: 8 hours 38 minutes
Release date: September 4, 2018
Genres: Marketing & Advertising
Publisher's Summary:
If you discovered a new market comprising 53% of the worldÕs population, would you act to invest in it? There are 1.3 billion people around the world who identify as having a disability. When you include friends and family, the disability market touches 53% of all consumers. It is the worldÕs largest emerging market. Unleash Different illustrates how companies like Google, PepsiCo, and Nordstrom are attracting people with disabilities as customers and as employees. Replacing Ònice to doÓ with Òreturn on investmentÓ allows market forces to take over and the worldÕs leading brands to do what they do best: serve a market segment Ñ in this case, the disability market. Business managers will come to understand how taking a charity-oriented approach to people with disabilities has failed, what action is required to capitalize on the worldÕs biggest emerging market, and how their organizations can grow revenue and cut costs by attracting people with disabilities as customers and talent. Rich gives the reader a peek into how he rose from a Canadian school for Òcrippled childrenÓ to manage $6 billion for one of Wall StreetÕs leading firms. He makes it easy to relate to the business goal of serving disability Ñ because he has actually done it.
