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The Unconventionals: How Rebel Companies Are Changing Markets, Hearts, and Minds--And How You Can Too Catherine Cowles Pick up any book onWhat do electric shavers, craft beer, and DNA tests all have in common? They were all revolutionized by the Unconventionals. We've had our expectations turned upside down by leading brands like Converse, General Electric, and Waze simply because they saw things differently. How did they do that? By simply questioning the prevailing wisdom which then created outsized results and lasting change. Based on the award winning podcast, The Unconventionals