Good enough isn't good enough any more. There's too much competition and customer expectations are too high. But, what's the answer? Perfection? No, according to Seth Godin. The answer is to be remarkable. Godin has been preaching this message for a while, most notably up to now with Purple Cow.
He continues the theme with the forthcoming book (his last) THE BIG MOO and I was able to score an advance copy (I'll get into how in a minute). For the book, which Godin is editing, he approached 32 co-authors with recognizable names like Malcolm Gladwell and Tom Peters and got them to write individual pieces on how to become remarkable. Every contribution is uncredited and 100% of the royalties go to one of three charities.
The book is inspirational. "Stop Trying to Be Perfect and Start Being Remarkable" is emblazoned across the top and each essay contains an example of how someone did just that. My favorite is about a bike mechanic named Reggie and the little things he does to become remarkable. What the book, and especially that story, does is show how easy it is for any business to become remarkable. If you're still trying to be perfect or just getting by, you owe it to yourself to buy this book.
Practicing what he preaches, Godin is promoting his book with innovative tactics. His primary marketing strategy is to get it in the hands of influencers. I was able to get a copy by participating in the BzzAgent campaign for the book. BzzAgent is an online word-of-mouth marketing company that gives products to BzzAgents (like me) that will Buzz about the product. So, consider yourself Bzzed!
UPDATE: The book is Sold Out! But Seth promises more.