How did a college drop-out - with a tight-knit group of friends and colleagues - envision 'from a blank piece of paper' the all-encompassing, multi-billion-dollar skateboard industry, from media and product to innovation, art and branding? How did Richard Novak - co-founder of iconic brands including Santa Cruz Skateboards, Independent Truck Company and Thrasher Magazine, now sold in over 85 countries around the globe - take a personal passion and turn it into a credible, enduring lifestyle for legions around the world, worth an eye watering amount of money and premiering as an officially recognized sport at the 2021 Olympic Games?

For the first time, the nonconforming businessman with an astute ability for timing and talent tells his story, of taking a recalcitrant outsider culture and turning it into a thriving global institution. Sharing his 12 tenets to success, illustrated using the almost unbelievable and always outrageous tales from his life, Novak's unconventional and inspiring journey is an education in following your passion, using strategy and personal tenacity to overcome adversity, and, ultimately, the power of leaving your mark on the world by being unapologetically your authentic self.

Part Hunter S. Thompson gonzo globe-trotting surf and skate adventure, part business how to, Radical is an underdog's tale of the American dream, of a kid from the poor area of town forging not just an idea, but an outright universal movement. This book provides a template for any dreamer who dares to reach for the seemingly impossible, as Novak reveals key lessons integral to his incredible success. From having nothing to building several multi-million-dollar businesses from the ground up, Radical provides unforgettable insight from the arguable king of start-ups. It is the story of the great American tradition, of an individual not afraid to chart their own course through life. A candid, honest, wry and gutsy set of life lessons rich with insight, humor and hard-won wisdom, this book is studded with advice and guidance that can be used in any field by anyone with the chutzpah to turn an idea into cool commerce, no matter how seemingly unconventional. Above all, Radical is about following your passion and believing in yourself.