33 of the world's best business minds tackle one urgent question: What does it really take to make your organization remarkable? 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.

33位世界上最优秀的商业头脑解决了一个紧迫的问题：要让您的组织与众不同，真正需要什么？大多数组织都陷于墨守成规。一方面，他们了解增长带来的所有好处。另一方面，他们对增长意味着变化、变化意味着风险、风险意味着死亡感到震惊。没有人想把一件好事搞砸或毁掉，所以大多数公司（和个人）只是一直努力在他们一直做的事情上做到完美。2003年，塞思·戈丁（Seth Godin）的《紫色奶牛》（Purple Cow）向组织提出挑战，让它们在一个全是棕色奶牛的世界中脱颖而出，从而成为推动增长的杰出力量。