In 2021 creative agency Lucky Generals published the book ‘Go Luck Yourself’ on the role of luck in branding, in partnership with the social enterprise Commercial Break. This B2B case details how the book and an associated talk format, boosted the agency’s reputation and raised money for Commercial Break. Communications was used to generate pre-publication orders and media coverage. The book sold over 5,000 copies in a year, helped the agency win almost $1m of new business, and earned £10,000 for the social enterprise.