Here are some definitions:

Un-rea-son-a-ble [uhn-ree-zuh-nuh-buhl] adjective.

  • Not accepting of the status quo;
  • Not doing what's expected;
  • Not being willing to settle for what everyone else thinks is okay.

Everything you've done thus far—every strategy, tactic, technique and approach—has contributed to creating the level of success you now enjoy. It's simply a given: you've taken action, and you've got results. And hopefully they're good results, perhaps even great ones, but they have not brought you to the pinnacle of success. Because what is likely is that you have obeyed the rules, followed the guidelines, and stayed within the norms of good behavior and propriety. In short, you have remained inside your comfort zone and done what is, in a word, reasonable.

And in business, being reasonable will only get you so far. Perhaps as far as you've gone 'til now...

Now you need to go further. You want to take your business—or some other equally important aspect of your life to a whole new level. Not just some incremental next level—you want to achieve a breakthrough. A blockbuster. A quantum leap.

The problem is that your reasonable approaches are not likely to get you there. They've already brought you to exactly where you are. To reach your goals you're going to have to go beyond everything you've previously considered acceptable and proper, asking more of not only yourself, but your team, your customers, your family... In short, asking more, better, best—of everyone around you.

When you're reasonable, you use the same strategies everyone else uses—strategies considered by the crowd to be sensible, safe, and inoffensive. You do things like setting a revenue goal a few percentage points higher than last year's goal, or lowering your prices to match your competitors'. Perhaps you pad your project deadlines, so you have a better shot of reaching them "on time." With strategies like those, how can you get you an edge? The answer: you can't. Those strategies bury you in deep in the pack.

If you want to get out in front, you're going to have to do unconventional thinking and take brash, yet principled, action. Only by going against the norm and breaking with tradition can you win. You are going to have to BE UNREASONABLE. This book shows you how.

Be Unreasonable is the antidote for excuse-making, tired thinking, and gutless action. That means, this book just might be for anybody who is in a leadership position, who has to make decisions, or who is responsible for results—with no ifs, ands, or buts about it.

  • Business leaders, managers and contributors who need a competitive advantage, or have to make something important happen. Quickly. Be Unreasonable is especially important for those who have tried all the tried-and-true stuff and failed.
  • Family leaders (like Moms and Dads) who want to breath fresh life into the family routine, who are tired of making decisions based on the neighbors, or other community members, or what the kids in school do.
  • Teachers and school leaders who are committed to providing education at the highest level, and may need to consider some of the accepted wisdom isn't making their students any smarter or wiser.
  • Anyone else who is dissatisfied with their current results, or would simply like to shake things up and start fresh.

  • Understand why being reasonable will always limit their results;
  • End the endless cycle of excuse-making and master personal responsibility;
  • Develop a whole new mindset and master strategies to step outside the bounds of conventionality and stand out from the crowd;
  • Evaluate how deeply they are stuck in the comfort-zone and learn the 5 steps guaranteed to get out of it, forever;
  • Eliminate bad days, make them all good ones;
  • Create strategies that implement your most inspired and profitable vision, instead of staying stuck in response-reactive mode battling your competitors;
  • Use backwards thinking to create business breakthroughs on demand;
  • Know The Rules for breaking the rules;
  • 11 unreasonable ways to think unreasonably;
  • An unreasonable pricing strategy, that can double any companyís bottom line;
    • and
  • 5 tools to speed up execution in any enterprise so that you rapidly transform good ideas into great things.