The original working title for the book was "Build it : A practical guide to The Engagement Bridge." 

Late in the book's development when it came to finalizing the title, we thought long and hard about options and whether the word Rebel was appropriate. 

Some of our colleagues were worried that "Rebel" might put off some potential readers who were more conservative.

In the end, we realized that the word "Rebel" had to be in the title because if you aren't prepared to rebel against the status-quo and treat people differently at work then you'll never be able to positively influence employee engagement.

Globally, employee engagement stands at around 30%, meaning about 70% of people show up to work, do what is required to get by and aren't bringing their whole self, their whole talents and whole passion and ability to work. That state of affairs has been caused by traditional business and HR practices which treat people as if they're the component parts of a machine. It's standard business practice which is disengaging.

The company's who want a different outcome fundamentally need to treat people differently at work. That's what the book is about and that's why it's for Rebels, people who accept the status-quo have failed and things need to change.