In Purple Cow, Seth Godin explains how the small entrepreneur can consistently outthink and outmarket the big guys (and gals) of Corporate America by simply being remarkable in some way.
He discusses how “cows, after you’ve seen one or two or ten, are boring. A Purple Cow, though. . .now that would be something.” You either build a Purple Cow into your business, or you don’t. And those who don’t will lag far behind those that do.