The book by the co-founder of the famous Fast Company magazine, William Taylor, contains unconventional ideas and revolutionary strategies of prosperous companies around the world. The author argues that the barrier to true success is not ordinary or old-fashioned business, but ordinary and old-fashioned ways of doing business, and that even the most ordinary offerings in the most traditional fields of human endeavor can be turned into exceptional products and experiences. In his book, he offers simple and ingenious recipes on how to do this. The publication is addressed to businessmen and startupers who follow changes in advanced business models. Published in Russian for the first time.© Translation into Russian, publication in Russian, design. Mann, Ivanov and Ferber LLC, 2017