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Presents a group of business thinkers who draw on the philosophies of Seth Godin's Purple Cow, using case stories to illustrate the development and promotion of ideas which will embrace change, take risks, and stand out in the market.
33 of the world's best business minds tackle one urgent question: What does it really take to make your organization remarkable?
Most organizations are stuck in a rut. On one hand, they understand all the good things that will come with growth. On the other, theyA're petrified that growth means change, and change means risk, and risk means death. Nobody wants to screw up and ruin a good thing, so most companies (and individuals) just keep trying to be perfect at the things theyA've always done.
In 2003, Seth GodinA's Purple Cow challenged organizations to become remarkableA-to drive growth by standing out in a world full of brown cows. It struck a huge chord and stayed on the Business-Week bestseller list for nearly two years. You can hear countless brainstorming meetings where people refer to purple cows and say things like, A"ThatA's not good enough. We need to create a big moo!A"
But how do you create a big mooA-an insight so astounding that people canA't help but remark on it, like digital TV recording (TiVo) or overnight shipping (FedEx), or the worldA's best vacuum cleaner (Dyson)? Godin worked with thirty-two of the worldA's smartest thinkers to answer this critical question. And the teamA-with the likes of Tom Peters, Malcolm Gladwell, Guy Kawasaki, Mark Cuban, Robyn Waters, Dave Balter, Red Maxwell, and Randall Rothenberg on boardA- created an incredibly useful book thatA's fun to read and perfect for groups to share, discuss, and apply.
The Big Moo is a simple book in the tradition of Fish and DonA't Sweat the Small Stuff. Instead of lecturing you, it tells stories that stick to your ribs and light your fire. It will help you to create a culture that consistently delivers remarkable innovations.
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