Presents a group of business thinkers who draw on the philosophies of Seth Godin's Purple Cow, using case stories to illustrate the development and promotion of ideas which will embrace change, take risks, and stand out in the market.

Harry Houdini Was a Lousy Magician -- How to be a Failure -- Chopping Onions -- When Everything is Free -- Tuesdays with Shecky: A Play in Three Jokes -- Real Artists Ship -- This is Your First Test -- Isaac Newton's Head -- What Do You Stand For? -- How to Make Money with Garlic -- Be Like Reggie -- Why Not? Why Now? -- Are You Always Running Out of Time? -- "But'' or "And"? -- Panic at Inappropriate Times -- Tear Down This Wall -- They Say I'm Extreme -- The Remarkable Gertrude Bell -- Three Steps Ahead -- Mr. Butt's Shoppers -- What, Exactly, Are You Afraid of? -- The One Thing You Can't Download -- The Bell Curve -- Fear Versus Anxiety -- Too Rich, Too Thin . . . Too Efficient? -- Get Out! -- Don't Be Like Pete -- Ten Things Smart Start-Ups Know -- Gotta Serve Somebody -- The Originality Bump -- What Business Can Learn From Dancers -- Everyone Needs a Roof -- Where Do Ideas Come From? -- The Next Da Vinci Code? -- Do You Know Arthur Rubin? -- Ron Johnson is Not a Genius . . . But He Hires Them Every Day -- Two Kinds of Organizations -- Get Started Fast and Cheap -- Steven Savage is Not More Creative Than You Are -- The Problem With Compromise -- The Power of Dumb Ideas -- Inside Out/Outside In -- The Student Becomes The Teacher -- Fire The Gatekeepers -- Stop Being Ordinary -- The Remarkability of Memories -- The Power of Small Steps -- The Fearless Flight of Little Max -- Some Things Just Don't Translate! -- Boring -- Three Rules of Life (And Everything Else) -- Chevy Chase and Bill Murray -- This is Not Another "IPOD" Story -- Juggling is Not What You Think it is -- Making The Wrong Decisions, Slowly -- Bob Wears Panty Hose -- Care! -- Defying Gravity -- What Are You Measuring? -- Hell's Angels at the Captain's Table -- Plant Rocks -- Is Bigger Better? -- Play -- Version 1.0 -- David (and Goliath) -- Great Ideas in Bed -- Why Ask Why? -- Talking About the Weather -- No Guarantees -- Periodic Table of Differents -- Ready or Not! in Defense of Your Own Readiness -- What Now?.