■ The Big Idea
How do ideas spread? Why do some charities, movies, architects, politicians, potato chips and cars succeed, while others (just as good apparently) fade away?

Purple Cow is a book about how challenging it is to get your ideas to spread?and how you can do it successfully.

This article is an idea that I hope will spread. After you read it (if you like it!) go ahead and forward it to anyone you think might benefit from the lessons here. It’s small enough to just email it to someone. Or post it, print it… I don’t care, so long as it spreads!

■ About the Author
Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of five books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list.

His latest book, Purple Cow, was a New York Times and Wall Street Journal bestseller. Its all about how companies can transform themselves by becoming remarkable.

Seth is a renowned speaker as well. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.

Seth was founder and CEO of Yoyodyne, the industrys leading interactive direct marketing company, which Yahoo! acquired in late 1998.

He holds an MBA from Stanford, and was called "the Ultimate Entrepreneur for the information Age" by Business Week