October 3, 2005

Jack Covert Selects: Jack Covert Selects: The Big Moo

By: Jack @ 8:55 PM – Filed under: Management & Workplace Culture

The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable by The Group of 33, edited by Seth Godin, Portfolio Books, 208 pages, $19.95 Hardcover, October 2005, ISBN 1591841038 When I was at lunch at last year's book convention, someone mentioned that when it comes to interesting business books, everything seems to be within six degrees of Seth. As you know, Seth wrote a great book a few years back called Purple Cow. In that book he states that all cows are boring but a purple cow is remarkable. As he states in the introduction, "A big moo is the extreme purple cow, the remarkable innovation that completely changes the game." He goes on to say, "Remarkable isn't up to you. Remarkable is in the eye of the customer. If your customer decides something you do is worth remarking on, then, by definition, it's remarkable." This is simple to understand but difficult to initiate. Seth is the editor of The Big Moo. He asked 33 of the worlds smartest business thinkers--Tom Peters, Guy Kawasaki, Kevin Carroll, Jackie Huba, Dan Pink, Alan Webber and other interesting people--to talk about being remarkable. Alas, not me. Now what is extremely interesting and great about the book and why 800-CEO-READ is totally involved in this book is:
Every word in this book was written for free. All thirty-three of the book's authors are donating 100 percent of their royalties to charity. The proceeds from the sales of this book are going to:
The Juvenile Diabetes Research Foundation The Acumen Fund Room to Read
You can read about these charities and see updated records of our fundraising by visiting You can also read more about the work of some of the authors in the Group of 33 by visiting When you bought this book, you also bought the right to photocopy as many pages as you like, as many times as you like. Go ahead and make five hundred copies of your favorite story and send them out via interoffice mail. You can also find a few of the stories in digital form at our Web site. Feel free to e-mail those to as many people as you care to.
Another intriguing part of this book is that none of the stories have bylines. This originally bothered me but now, I enjoy not having bylines. Each story has its own tale without being dependent upon an author's name. You need to read all the stories. Some of my favorites are Tuesday with Shecky: a Play in Three Jokes and Panic at Inappropriate Times which contains one of my favorite last lines, "Panic early, not late, and your fire drills will actually pay off." I believe in this book enough to issue my second "I guarantee you will like this book or your money back" promise. I know I'll be rereading this book. If you would like to receive the monthly Jack Covert Selects Newsletter, please visit the Newsletters area of our website. Then, sign in and check the boxes of the newsletters that interest you.