This title has been chosen for our recommended reading series called "Jack Covert Selects". Each month our president reviews some of the best new business books recently released. The following review is from May 2003.

The one and only time I offered a money-back guarantee was with Lou Gerstners story of the IBM turnaround, Who Said Elephants Cant Dance? However, I just finished a book that is so powerful, it is compelling me to offer the same money-back guarantee again! The book is Seth Godins latest, Purple Cow. It is absolutely laser-focused on a subject that is near and dear to all of us: how to sell/market our products. The title comes from a story Seth tells about when his family was traveling in France and marveling at the pretty cows. After awhile, there were so many cows that they became boring. This brought to Seth this idea: A purple cow, though. Now that would be interesting. (For a while.) The essence of the Purple Cow is that it must be remarkable. To help you understand what he means by remarkable, he states that the opposite of remarkable is very good. Not bad or mediocre, but very good. He states that he doesnt think that there is a shortage of remarkable ideas; he thinks that what is missing is the will to execute the ideas. He says:

My goal in Purple Cow is to make it clear that its safer to be riskyto fortify your desire to do truly remarkable things. Once you see that the old ways have nowhere to go but down, it becomes imperative to create things worth talking about.