The Group of 33

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.

Stop Trying to Be Perfect and Start Being Remarkable

The Big Moo

Seth Godin

Thirty-three of the world's best business minds tackle one urgent question: what does it really take to make your organisation remarkable? Seth Godin's Purple Cow taught us that in order for businesses to achieve real success, they needed to stop being a brown cow, dare to be purple and ensure they stood out from the crowd. But in a world of really good companies, sometimes you need more than a purple cow - you need a big moo. We all know that being remarkable means taking risks, challenging mind sets and using a great deal of innovation and imagination. It's not the easy path but it's the best way for companies to really grow. In The Big Moo, a team of bestselling authors and business superstars such as Malcolm Gladwell, Tom Peters and Jackie Huba reveal their secrets for creating sustained remarkability. Their essays are provocative, inspiring and their message is clear: don't be afraid to to be different; it's time to make yourself heard.

The Group of 33

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