The acclaimed Wall Street Journal a nd Business Week Bestseller.

You're either a Purple Cow o r you're not. You're either remarkable o r invisible. Make your choice.

What do Starbucks a nd JetBlue a nd KrispyKreme a nd Apple a nd DutchBoy a nd Kensington a nd Zespri a nd Hard Ca ndy have that you don't? How do they continue to confound critics a nd achieve spectacular growth, leaving behind fo r mer tried-a nd true bra nds to gasp their last?

Face it, the checklist of tired 'P's marketers have used fo r decades to get their product noticed - Pricing, Promotion, Publicity, to name a few - aren't wo r king anymo r e. There's an exceptionally impo r tant 'P' that has to be added to the list. It's Purple Cow.

Cows, after you've seen one, o r two, o r ten, are bo r ing. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive a nd exciting a nd flat out unbelievable. Every day, consumers come face to face with a lot of bo r ing stuff-a lot of brown cows - but you can bet they won't fo r get a Purple Cow. a nd it's not a marketing function that you can slap on to your product o r service. Purple Cow is inherent. It's built right in, o r it's not there. Period.

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, a nd everything you do, to create something truly noticeable. It's a manifesto fo r marketers who want to help create products that are wo r th marketing in the first place.