BILLION DOLLAR BRAND CLUB

For as much as our "start-up" praise is reserved for the Facebooks and Ubers of the world, somewhat under the radar a number of entrepreneurs have used the digital revolution to crack the code on the bonanza of physical goods that move through our lives every day. What these insurgent brands have zeroed-in on are new structural vulnerabilities that were, until recently, barriers to entry that protected incumbents like Gillette or Sealy or l'Oreal or Johnson & Johnson.

With deep and rich reporting, Larry Ingrassia brings us into the world of the entrepreneurs, venture capitalists, consumers, and corporate behemoths fighting over this terrain. This story is animated by the personalities, flashes of insight, and stories behind the stuff we use every day. From our medicine cabinets to our Facebook feeds to our bedrooms and closets to the ads we see on the subway Ingrassia's project will tie together and illuminate a massive, high-stakes business story that we live every day.and, moreover, when it comes to brands, a high-stakes business story that is inherently emotional, passionate, and personal everyone has an opinion on this stuff.

In the process, on a micro level, BILLION DOLLAR BRAND CLUB is the rare business book that brings daily life to life in a highly engaged and relevant way for general readers. Meanwhile, on a macro level, it explores the kinds of structural shifts that are remaking the entire global retail economy. And, on a practical level, for the big-idea dreamers among us (not to mention the millions of business undergrads, MBAs, alums, and Shark Tank viewers for that matter), it is a deep study in entrepreneurship detailing the guts of the process in a unique way, as billions and billions of dollars hang in the balance.

LawLawrence Ingrassia has held senior editorial positions at three of America's top newspapers, the New York Times, Wall Street Journal and Los Angeles Times. He was a managing editor of the Los Angeles Times from 2015 until the end of 2017, overseeing coverage of a variety of topics and directing new editorial initiatives in the newsroom. In 2009, the judges of the Loeb Awards honored him with the Minard Editor Award for excellence in business and economic journalism for the New York Times's coverage of the 2008 financial crisis, which was a Pulitzer finalist in the Public Service category. In 2017, he was given the Distinguished Achievement Award by the Society of American Business Editors and Writers. He lives in Los Angeles.