Is your brand ready to make counter-intuitive moves that pay off big?

Using real life examples of entrepreneurs and executives that reinvented their marketplace, The Unconventionals: How Rebel Companies are Changing Markets, Hearts, and Minds—And How You Can Too is to guide to reinventing your brand so you can break through the conventional approach to business, disrupt your category, and create loyal customers.

Available onAmazonAudible
The Unconventionals
Worth the read for every brand with something to fight for

Co-author Mike O’Toole explains

a sneak peek

Every chapter in The Unconventionals is written to help brands break out of traditional market gapswith targeted questions that are surprisingly harder to answer than you might think.
Why do your customers choose you? / What are you taking on? / What do you stand for?

The Unconventionals Sneak Peek
Meet the rebels doing business the other way


“We have 10 riders who have sent us pictures of the Peloton corporate logo permanently tattooed on their body…this has become a real part of everyone’s everyday life.”
Tom Cortese
Co-Founder, COO

Peloton: Reinventing a category with the “crazies”

Rumi Spice

rumi spice

“They can say that we’re crazy, but if it weren’t crazy, everybody would be doing it. That’s the same thing for all companies. When people say, ‘It’s a bad idea,’ that’s when you know that you should probably do it.”
Kim Jung
Founder, Rumi Spice

Who in the world are we? Ancestry and the DNA moment

“You can’t force someone to change. You need to inspire them and want them to come on the journey with you.”
Vineet Mehra

Who in the world are we? Ancestry and the DNA moment
About the authors
Mike O'Toole
Mike O'Toole

is president of PJA Marketing + Advertising, a six-time Ad Age B-to-B Agency of the Year headquartered in Cambridge, MA. Mike is host of The Unconventionals, an award-winning podcast and an online publishing platform that inspired this book. He is a blogger for the Forbes CMO Network and a speaker at Columbia University’s BRITE Conference, the Association of National Advertisers, and at SXSW. He is board chair of College Bound Dorchester, an ad industry adviser to Glenview Capital Management, and a limited partner at MissionOG, a venture fund specializing in technology start-ups. Mike holds a BA in English from Notre Dame and an MBA from the Yale School of Management.

Hugh Kennedy
Hugh Kennedy

is partner and executive vice president of planning at PJA Marketing + Advertising. Hugh also leads PJA’s health-care practice and works with life science brands to help them define their unique market value and connect that value to compelling campaigns. He blogs and writes regularly on marketing topics for Global 2000 companies in publications such as Ad Age and The Drum. In addition to publishing poetry, interviews, and essays on literary and marketing themes for the past twenty-five years, Hugh has published two critically acclaimed novels with Doubleday/Nan A. Talese, Everything Looks Impressive and Original Color. Hugh holds a BA from Yale and an MA from Cleveland State University.