How You Can ‘Go Luck Yourself’ in 2021

If you’re looking for a way to think about the year ahead without inducing a panic attack, one of the founders of Lucky Generals, Andy Nairn, has launched his first book. And it might provide a helpful way to think about 2021.

Go Luck Yourself explores the power of luck in building a brand and is available for pre-order now, for a June launch.

In the book, Andy, an agency strategist in his day job, argues that luck is a four-letter-word in business circles. He suggests that organisations spend too much time trying to reduce the role of chance and not enough encouraging serendipity. He then draws on everything from architecture to zoology, as well as almost 30 years working with some of the most successful companies on the planet, to provide “40 ways to stack the odds in your brand’s favour.