Most
organizations are stuck in a rut. On one hand, they understand
all the good things that will come with growth. On the other,
they’re 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 they’ve always done.
In 2003,
Seth Godin’s Purple Cow challenged organizations
to become remarkable—to 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, "That’s not good
enough. We need to create a big moo!"
But
how do you create a big moo—an insight so astounding that
people can’t help but remark on it,
like digital TV recording (TiVo) or overnight shipping (FedEx),
or the world’s best vacuum cleaner (Dyson)? Godin worked
with thirty-two of the world’s smartest thinkers to answer
this critical question. And the team—with the likes of Tom
Peters, Malcolm Gladwell, Guy Kawasaki, Mark Cuban, Robyn Waters,
Dave Balter, Red Maxwell, and Randall Rothenberg on board—
created an incredibly useful book that’s 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 Don’t 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.
