Purple Cow is a refreshing and creative manifesto written for both the budding entrepreneur as well as the experienced CEO. Organized into short, focused sections rather than structured chapters, Godin explores his theme of how "Good" is the enemy of "Remarkable," noting that in the current economy of plenty, only interesting, unique, creative, different, stunning, exciting, and utterly remarkable ideas will flourish.

Although some readers might reflect that Godin's perspective comes across as irrationally ideal, the basis for the arguments within Purple Cow are undeniably fresh and powerful. For those who are willing to shed the comfort of guaranteed mediocrity, Godin offers a new philosophy for harnessing and unleashing the ideavirus.

A cow is traditional, adequate, normal, mediocre, and utterly boring.

unless it happens to be Purple... Now that's something to Moo about.