A Defiant New Mindset for Business

What if you could change your future by going all-in on who you are? This breakthrough business book from Sunny Bonnell and Ashleigh Hansberger is a guide for rebellious people on how to wrestle vision forward in a world that tries to stop you.

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“Best Business Book of the Year.”

— Geoffrey Colon, Microsoft®

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“Top 5 Career Books.”

— NY Post

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“One of the Generation’s Best Reads.”

— Amear Whittington

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“Take this brazen rant and go.”

— Seth Godin

The Authors

Sunny Bonnell and Ashleigh Hansberger are the authors and founders of Rare Breed – a new kind of leadership thinking which takes up arms against conformity and dismantles business-as-usual. Described as “iconoclastic thinkers,” Sunny and Ashleigh dropped out of college to start Motto and not play by the rules.

They’ve worked with innovative organizations like Google, Microsoft, and Twentieth Century Fox to build brands and bring Rare Breed thinking to drive change. They’ve been featured in Forbes, Inc., Entrepreneur, The Breakfast Club, and have graced such lists as Inc. 30 Under 30 and GDUSA’s Top 25 People to Watch.

Praise for Rare Breed


Charlamagne Tha God

Host of the Breakfast Club and NYT Bestselling Author

“To all my Rare Breeds: 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. It’s a beautiful reminder that you are not alone.”


Chef Daniel Boulud

Renowned Restauranteur & James Beard Awardee

“A good dish doesn’t always start with a recipe, but with excellent ingredients, vision and confidence. In this book, you will find all the ingredients that can shape your path to success and your craft.”

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Geoffrey Colon

Head of Brand, Microsoft®

“Rare Breed is one of the top business books of the year. It will save businesses from conformity in the 2020’s.”


Peter Economy

 WSJ Bestselling Author & Inc’s Leadership Guy

“In a business world that’s a vast sea of sameness, you’ve got to be different —really different—to stand out. RARE BREED is a radical guide for how to differentiate and draw customers to your company in droves.”

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Romi Rellum


“Sunny Bonnell and Ashleigh Hansberger, share how what you perceive as your most troublesome traits may actually end up being your superpowers.”

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Virginia Backaitis

 New York Post®

“Rare Breed is one of the Top 5 Career Books of the Year.”

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What’s Inside

Throughout our decade of aligning leaders, we witnessed an alarming lack of acceptance for unique people and “crazy” ideas that don’t fit the mold. We responded with our book Rare Breed to tear up the rule book and succeed on your own terms.

Readers will learn how to resist constant pressure to conform, plus:

  • How being rebellious has the power to move mountains—if you know what you’re rebelling against.
  • How being audacious makes you a visionary—unless it spirals into reckless hubris.
  • How being obsessed creates detailed masterpieces—or dooms you to failure.
  • How being hot-blooded brings fiery ideas to the table—but can also lead to burnout and destruction.
  • Plus, how to be weird, hypnotic, and emotional for maximum impact…and so much more.