I recently finished reading Seth Godin's Purple Cow.

The book presents the argument that people are so busy these days and so inundated with advertising messages that advertising itself has ceased to work. The only solution is to create a product or service so remarkable that it spreads through word-of-mouth from one customer to the next.

Got it? OK, you just saved yourself from reading 144 pages of the same argument, presented in an almost unimaginable number of different formats and contexts. There really is not much else in the book.

I believe in the message of the book, in some niches at some times. I believe that you must do something remarkable to grow rapidly when faced with an entrenched competitor. But I also believe that there are times when a "me too" play can be the most profitable approach to the market.

I believe in being remarkable, but somehow Purple Cow doesn't quite live up to it's own standard.