May 17, 2004,
News & Opinion
Title: Becoming a category of one
Author: Joe Calloway
Tag-line: How extraordinary companies transcend commodity and defy comparison
At first glance you'd be forgiven for calling this book "Purple Cow for the rest of them/us". It's true that in part both books are working towards the same end, however they've taken fairly different paths to get there.
Unlike Godin's somewhat wacky approach, Calloway takes a more grounded look at how, and why, you should differentiate your business.