"The Big Moo & Purple Cow" by Seth Godin

I borrowed this book from Tracy; the NUS intern who's attached to PSC branch. I vaguely remember reading about Seth Godin and have always wanted to try one of his books. Anyhow, this book is ostensibly about marketing and how marketers traditionally looked at the various Ps of doing a good job a la product, pricing, promotion, positioning, etc - I'm sure you get the idea.

The basis premise of Purple Cow is that it's not enough just to be good anymore. You need to be remarkable, i.e., become a purple cow, if you want to get anyone's attention in this day and age. Gone are the days when you can have a good product and just market it to the hilt to ensure market penetration. Nowadays, people are so bombarded by information that unless your product is remarkable, no one even bothers to look at what you have to offer. And remarkable doesn't mean that you aim for the mean. You've to be so unique that the trend-setters; the small minority that lives on the fringe and loves new and breath-taking ideas, likes what you have. They're the sneezers who'll spread the word around and get the rest infected by how great your product is. To stay ahead of the curve without getting complacent about your purple cow product, you need to be a purple cow organisation too.

I like this book for its easy to read and simple to understand, although it could be shorter. But then its a 2-in-1, with the Big Moo part being a collection of essays by 33 of the world's best business minds on how your organisation can be remarkable. On the whole, I give this book a 7 out of 10.