Purple Cow
By Seth Godin

This is straight marketing advice: Your product has to be a purple cow—it has to be distinct to have any success. You have to be clear on your product: What are you? What are you putting out there? For years I never did an ad for [my company] Rocawear, because I cared more about the quality than the face in front. I hadn't read this book back then, but when someone puts words to feelings you have, it's like, "Wow, that's exactly what it is."