It’s called Purple Cow, by Seth Godin. The theme of the book is simple… Be Remarkable. But if I tell you anything else about it, it will take away from its shockingly wonderfulness. Let me just say that if you are in business, big or small, for profit or not, or if you are remotely entrepreneurial, or if you are a maverick and you work for a company that is stagnating… This book can give you the tools you need to get your cutting edge back. Read it.