PresentsagroupofbusinessthinkerswhodrawonthephilosophiesofSethGodin'sPurpleCow,usingcasestoriestoillustratethedevelopmentandpromotionofideaswhichwillembracechange,takerisks,andstandoutinthemarket.
33oftheworld'sbestbusinessmindssuggestinventivewaystomakeabusinessremarkable.Mostorganisationsarestuckinarut.
Ononehand,theyunderstandallthegoodthingsthatwillcomewithgrowth.Ontheother,they'repetrifiedthatgrowthmeanschange,andchangemeansrisk,andriskmeansdeath.Nobodywantstoruinagoodthingsomostcompanies(andindividuals)justkeeptryingtobeperfectatthethingsthey'vealwaysdone.
In2003,SethGodin's"PurpleCow"challengedorganisationstobecomeremarkable-todrivegrowthbystandingoutinaworldfullofbrowncows.Itstruckahugechordandstayedonthe"Business-Week"bestsellerlistfornearlytwoyears.
In"THEBIGMOO"Godinworkswith32oftheworld'ssmartestthinkerstoanswerthequestionofwhatmakesacompanyremarkable,whatcausesa'bigmoo'?Theteam-whichincludesthelikesofTomPeters,MalcolmGladwell,GuyKawasaki,MarkCuban,RobynWaters,DaveBalter,RedMaxwellandRandallRothenberg-createdthisincrediblyusefulbookthat'sfuntoreadandperfectforgroupstoshare,discussandapply.
"THEBIGMOO"isasimplebookinthetraditionof"Fish"and"Don'tSweattheSmallStuff".Insteadoflecturingreaders,ittellsstoriesthatstickinsidethemindandigniteinspiration.
Review:"Godin'sstyleispunchyandirreverent,usingshort,sharpmessagestodrivehispointshome.Asaresultthebookisfiery"-Publisher'sWeekly"