"While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road. For dozens of kilometers, we all gazed out the window, marveling at the beauty. Then, within a few minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring.
Cows, after you've seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out. The essence of the Purple Cow — the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows — is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible." - Seth Godin
That was a story I've heard in multiple interviews when they ask Seth to talk explain what the book Purple Cow is all about. You only want to build a product or create a service that is remarkable, something worth paying attention to. Marketing isn't just an after thought rather you have an understanding that if your product or service isn't special, then it doesn't quite matter what you do in terms for an advertising budget or planning.
The world is filled with brown cows. In the book Seth explains the concept that if you're boring, you should be ready to fail. He goes on to explain how being a leader not just in your business but in your industry is the key to success. Living a life with passion and creativity is a better way of going about things than simply being like everybody else. Seth offers many case studies where he breaks down how marketing allowed a unique product to stand out from the average.
It's one of my favorite business books, practically read it in one sitting. If you haven't heard of Seth Godin, and you operate a business; what rock have you been living under?!
Pick up this book and as Seth would say "cause a ruckus".