The bold principles: the why are increased revenues and sustainable profit. All these organizations are achiev- ing superior financial performance. Even Umpqua Bank, which suffered as all banks did during the global financial crisis, was able to pay back in full the money it had been lent by the Federal Reserve under the US Troubled Asset Relief Program ­ one of the few banks so to do. Virgin Galactic, which has yet to take off, has already passed the revenue targets investors set for it. And WWF albeit a not-for-profit , organization, is the largest NGO in revenue terms of its kind. 295 The bold principles: the why So that's what these organizations do, their bold practices. But why do they do it, other than for money? As we interviewed these executives and looked at their organizations, we gained a strong sense that the way they think has a huge impact on what they do. So merely following these bold practices won't necessarily make you a bold brand unless you also buy into the beliefs that underpin them. It struck us that there were a few beliefs that these brands shared that really seem to explain how and, more importantly, why they are different.