Purple cow : transform your business by being remarkable / Seth Godin.

Includes index.

Not enough Ps -- The new P -- Boldfaced words and gutsy assertions -- before, during, and after -- The greatest thing since sliced bread -- Did you notice the revolution?-- Why you need the purple cow -- The death of the TV- industrial complex -- Before and after -- Consider the Beetle -- What works? -- Why the Wall Street Journal annoys me so much -- Awareness is not the point -- The will and the way -- Case study: going up? -- Case study: What should Tide do? -- Getting in -- Ideas that spread, win -- The big misunderstanding -- Who's listening? -- Cheating -- Who cares? -- Not all customers are the same - - The law of large numbers -- Case study: Chip Conley -- The problem with the cow -- Follow the leader -- Case study: The Aeron chair -- Projections, profits, and the purple cow -- Case study: The best baker in the world -- Mass marketers hate to measure -- Case study: Logitech -- Who wins in the world of the cow -- Case study: A new kind of kiwi -- The benefits of being the cow -- Case study: The Italian butcher -- Wall Street and the cow -- The opposite of'remarkable' -- The pearl in the bottle -- The parody paradox -- Seventy-two Pearl Jam albums -- Case study: Curad -- Sit there, don't just do something -- Case study: United States Postal Service -- In search of Otaku -- Case study: How Dutch Boy stirred up the paint business -- Case study: Krispy Kreme -- The process and the plan -- The power of a slogan -- Case study: The Häagen-Daz in Bronxville -- Sell what people are buying (and talking about!) -- The problem with compromise -- Case study: Motorola and Nokia -- The magic cycle of the cow -- What it means to be a marketer today -- Marketers no longer : now we're designers -- What does Howard know? -- Do you have to be outrageous to be remarkable? -- Case study: McDonald's France -- But what about the factory? -- The problem with cheap -- Case study: What should Hallmark.com do? -- When the cow looks for a job -- Case study: Tracey the publicist -- Case study: Robyn Waters gets it -- Case study: So popular, no one goes there anymore -- Is it about passion? -- True facts -- Brainstorms -- Salt is not boring, eight more ways to bring the cow to work -- Bonus! -- Brand and company index -- What would Orwell say?