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Rare Breed® Rare Breed® Rare Breed®
Rare Breed® Rare Breed® Rare Breed®

Motto® is one incarnation of the ideas that drive us. Another is our best-selling book Rare Breed®: A Guide to Success for the Defiant, Dangerous, and Different.

What People Say
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Loved by Oddballs

"Part manifesto, part guidebook for anyone who is tired if hiding their authentic personality under a cloak of conformity. Sunny and Ashleigh walk the reader through a list of traits and insights that define that "rare breed" of person who wants to forge a path of their own (while adding value to the world). A solid blend of inspiration and practical, actionable guidance."


"Rebelliously defying norms can open new paths to success. Rare Breed® unleashes your inner rebel.""


"Top 5 Career Books of all time. Rare Breed® is a book that outside-of-the-box thinkers need to read.

Virginia B.

"This book is a rally cry and cheering squad for those of us so far outside the box. It’s a rock to push off as you swim upstream, and a fist bump before you launch for the moon."

Emily W.

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Succeed because of who you are.

An unconventional business book that’s anything but business as usual.

Your guide to strategic rebellion.

Sunny Bonnell and Ashleigh Hansberger bring their wisdom to this radical “outside the box” business guide for the oddballs and visionaries they call Rare Breeds. While most books encourage changing who you are to succeed, they identify a different approach: march to a different drum.

Rare Breed® flips the script on traditional thinking.

Rare Breed® explores seven vices society deems counterintuitive to success. The traits are Rebellious, Audacious, Obsessed, Hot-Blooded, Weird, Hypnotic, and Emotional. In the book, they reframe them as virtues and explain why they are superpowers in life and work.

The Rare Breed® (4:08)

Contents Contents Contents
Contents Contents Contents
Contents Contents Contents
Contents Contents Contents

The leadership book that will light a fire.

What’s inside the book?

Rare Breed® is organized around seven traits traditionally painted as dangerous or unacceptable in business. Each virtue has a dark side and pitfalls to navigate. Through inspiring stories and expert guidance, Rare Breed® turns these qualities on its head and shows you how to harness them as a superpower.

The 7 Rare Breed® Virtues

A virtue when your rebellious spirit is harnessed to push boundaries, confront wrongs, give a voice to the voiceless, or birth something unprecedented. A vice when expressed with malice or bitterness or for no reason other than to stir up trouble, create unnecessary chaos, or get revenge.

rare breed quiz

Which vice is your superpower? Take our free assessment.

Join over 30k people who have discovered which Rare Breed® virtue is a superpower. Have your whole team take it too. You’ll be surprised at what you learn.

Take the free Rare Breed® assessment

Praise for Rare Breed®

Rave reviews from Seth Godin to NYPost to Bloomberg.

1 — 5

Chef Daniel Boulud Renowned French Chef & Restauranteur

“A good dish doesn’t always start with a recipe but with excellent ingredients, vision, and confidence. Through the talented Sunny Bonnell and Ashleigh Hansberger, you will find all the ingredients that shape the path of many successful individuals in their craft.”

Seth Godin NYT bestselling author, This is Marketing

“There’s a choice—become a Rare Breed, someone who cares enough to contribute, to speak up, and to challenge convention. To make a ruckus and make things better. Take what you need from this brazen rant and go!”

Charlamagne tha God New York Times bestselling author of Black Privilege

“To all my Rare Breeds reading this: understand this book isn’t a blueprint to success, as we all have to walk our own paths. But it will give you the strength to keep pushing because it’s a beautiful reminder that you are not alone.”

Mark Levy Mark Levy, Bestselling Author & Creator of Your Big Sexy Idea®

“Rare Breed is a guide for strategic rebellion. If you’re looking to make a difference in your business or in the world at large, wow, have you ever found the right book. Reading it will inspire you into taking big, immediate, spirited action.”

Michael A. Smith Producer, Bloomberg®

“Entrepreneurs need to know how to really cut through the noise these days in order to grow their business. Sunny and Ashleigh’s book can help by showing them how so-called vices are actually positive building blocks towards success.”

Download your free chapter now (you'll thank us later).

Download Chapter 1 of Rare Breed®, the 3x Amazon bestseller across leadership, entrepreneurship, and business.


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Meet the Authors

Bestselling authors and self-made entrepreneurs.

Vision and defiance of the status quo ruffles a few feathers.

Sunny Bonnell and Ashleigh Hansberger are no strangers to starting fires. Rare Breed® was inspired by their bruising journey to overcome adversity in a world choked by convention. The dynamic pair is globally recognized as fierce visionaries, high-octane keynote speakers, provocative Fast Company columnists, and treasured business advisors. The world’s biggest brands hire them to lead strategy, inspire innovation, and ignite a Culture of Possibility™.