Another gem from YG’s Library: This is a great book for individuals or businesses seeking a fresh approach to creating awareness about their product or service. Technology has spoiled us as a society and significantly reduced our attention span. This reduction in attention span requires businesses 2 implement counterintuitive strategies in order to cut through the clutter. If you think about how easily you get bored with the latest craze or gadget….. then you have a clear illustration of the creativity needed to invoke the purple cow effect. Why Purple Cow? Well if you look at 100 normal cows, after a time it will get pretty boring. Now if you look at 100 normal cows and see 1 purple cow you will be automatically drawn to the novelty and the uniqueness of the purple cow. The same goes for any person or business seeking to get the attention from today’s consumer. I dig this book because it is a quick read & a good reminder about the need to stretch the limits of creativity when it comes to marketing and promotion.If look at any brand that has been successful recently it has been a result of doing something total fresh & new. -!YG Also, peep a recent interview he did with Sean C and LV: