The Will and the Way
I don’t think there’s
a shortage of remarkable ideas. I think your business has plenty of
great opportunities to do great things. Nope, what’s missing isn’t
the ideas. It’s the will to execute them.
My goal in
Purple Cow is to make it clear that
it’s safer to be risky—to fortify your desire to do truly amazing
things. Once you see that the old ways have nowhere to go but down,
it becomes even more imperative to create things worth talking
about.
One of the best
excuses your colleagues will come up with, though, is that they
don’t have the ability to find the
great idea, or if they do, they don’t know how to distinguish the
great idea from the lousy ideas. This book isn’t long enough for me
to outline all of the spectacularly successful brainstorming,
ideation, and creativity techniques that are used by companies
around the world. What I can do, though, is highlight the takeaway
ideas, the specific things you can do tomorrow to start on your way
to the Purple Cow. If you’ve got the will, you’ll find the
way.
The symbolwill mark my top takeaway points, spread throughout the book.