Glimpses of success strategies from rising stars and changing consumers

Today's most powerful firms are no longer national, multinational, or even international. Instead, they are plainly and simply global. American-born companies like IBM, Apple, and Disney have learned to make their brands function on a global scale, making them household names and enviable success stories. Meanwhile, on the other side of the planet, a financial services behemoth has cracked the global marketplace using a completely different strategy. With roughly $300 billion in assets under management and connections to almost every country on Earth, ORIX might be the most powerful firm you have never heard of.

From its humble beginnings in 1960s Japan, ORIX has grown into an important strategic investor with real influence on the global business landscape. In the book, business journalist David W. Russell uncovers the secrets to ORIX's success and shows how a solid strategy, rather than a flashy brand, elevated the company into the upper echelons of the financial world. Through exclusive interviews with ORIX employees and executives, Good Risks provides a look at the inner workings of a firm that has managed to silently triumph, even in today's ultra-competitive atmosphere.

This is the first time any Western writer has investigated one of Japan's unseen business giants, and the insights contained in the book could have worldwide impact. The ORIX model is not how we are accustomed to picturing global heavyweights, but it's high time we learned to appreciate the influence of these enigmatic groups. Understanding the new global economy-especially the financial sector-requires understanding the ORIX Way. David W. Russell does an admirably engaging job of telling the ORIX story for business and general readers alike.