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The business path least taken can become the most thrilling and fulfilling road to success according to Mavericks at Work—Why the Most Original Minds in Business Win. This hold-on-to-your-seats business guide introduces readers to renegade CEOs and managers who eschew the usual ho-hum models and instead invent ways to compete, lead, market and sustain their companies' momentum in the marketplace. These are nonconformists who defy traditional B-school theories to create enterprises that reflect their personal passions.

From Internet banks and gold mines, to fashion retailers, movie studios and quirky sandwich shops, authors William Taylor and Polly LaBarre identify upside-down approaches that can be applied to any enterprise. They delve deeply into the thoughts of determined mavericks who refuse to run with the herd. These freethinkers follow their instincts, champion their employees, and stick to their principles—putting ideas, values and a genuine love of their craft above the desire to win, amass fortune, or bash their competitors.

'Mavericks' Defined By What They Do—And Don't Do

Take Arkadi Kuhlmann, president and CEO of ING Direct USA. Kuhlman founded this Internet-only institution in 2000 to challenge conventional banking practices. A staunch enemy of aggressive credit card marketing tactics, Kuhlman declares that ING is "leading Americans back to savings" in a way that's spirited and geared toward the average Joe.

By keeping its offerings simple—savings accounts with no minimum balances, easy-to-understand mutual funds and simple mortgage loan applications—ING is now the largest direct-to-consumer bank in the United States and the fourth largest of all U.S. thrifts, with $1 billion in monthly deposits.