Loose : The Future of Business is Letting Go

The way we do business has to change. One of the greatest weaknesses of many organisations is the delusion of being in control. The future is loose - loose organisations, loose management styles and loose ways of working. Author Martin Thomas describes how more open ways of thinking and operating are beginning to pervade even the largest and most complex institutions, from global corporations to government departments. There are limits to being loose, but freedom can exist within a framework. By building on cutting-edge case studies and conversations with the smartest business people from around the globe, LOOSE challenges received wisdom and explains new ways of managing companies, building brands, engaging with customer and marketing products and services. LOOSE will help you change you terms of business, before they are changed for you.

Martin is a freelance marketing consultant, trainer, facilitator, public speaker and writer. He works with a wide variety of brand owners and marketing agencies, providing advice on business, brand and communications planning and the strategic application of social media. He has led award-winning advertising, media, PR and sponsorship teams and has been one of the pioneers of integrated brand and communications planning. His first book, Crowd Surfing, which he co-wrote with David Brain, was published in 2008. Martin is a non-executive director of Sport England and the Commonwealth Games Council for England, and is also a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA) and a member of the Marketing Society. He remains hopeful of a first Welsh rugby cap, although recognises that time may be running out. He blogs at www.crowdsurfing.net and tweets at @crowdsurfing