In 2003, Godin's "Purple Cow" challenged organizations to stand out in a world of brown cows--i.e. to create a "big moo." For this follow-up book, he worked with 32 of the world's smartest thinkers to gather insights for the concept. The result is a simple book that's fun to read and perfect for groups to share, discuss, and apply.

From the Publisher:
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, theyare 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 theyave always done.

In 2003, Seth Godinas "Purple Cow" challenged organizations to become remarkableato 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, aThatas not good enough. We need to create a big moo!a

But "how" do you create a big mooaan insight so astounding that people canat help but remark on it, like digital TV recording (TiVo) or overnight shipping (FedEx), or the worldas best vacuum cleaner (Dyson)? Godin worked with thirty-two of the worldas smartest thinkers to answer this critical question. And the teamawith 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 thatas 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 "Donat 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.

Tagged: Business, Economics, Finance