Purple Cow: Transform Your Business by Being Remarkable (ISBN: 159184021X)

Seth Godin is a marketing guru, an expert the media likes to quote for insight on the world of marketing. Sometimes the media makes heros out of zeros. Seth has written some good stuff, but he stoops very low by creating this gimmicky book with little to no real value other than an empty "do something different" theme.

For real books on innovation, you should go back to the Guru of innovation by which others have constantly borrowed - Peter Drucker. His theories and studies proved that businesses would be wiser to aim slightly ahead of their customers (in hopes of gaining new customers) rather than listen to their existing customers and pleasing them. All others that followed are ... well, followers.