Buzz Without Bucks In this article from Fast Company magazine, smart companies are discovering that you don't need big budgets to deliver a big message. By cleverly cultivating buzz, small businesses with tiny budgets can level the playing field with established giants. Their motto: When it comes to building a brand, word of mouth is priceless. http://www.fastcompany.com/magazine/73/buzz.html Purple Cow: Transform Your Business by Being Remarkable by Seth Godin So you think you want your business to be everything to everyone? Think again! This book makes it clear that if you try to be everything you might as well be nothing. You're better off being ... a purple cow. Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McConnell and Jackie Huba A practical primer on the application of evangelism in the 2000s. The co-authors spoke at the last Evangelist Marketing event! And the foreword is written by Guy Kawasaki. Linked: The New Science of Networks by Albert-Laszlo Barabasi A scientific, cerebral thriller! Barabasi comes up with a mathematical explanation of all networks. It can help you understand how to build your network of customers to be resilient. The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell The way in which information spreads between people can seem illogical. Gladwell explains the special properties of word of mouth. You'll hone your instincts for spreading the word simply and effectively. Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers by Geoffrey Moore An excellent book on technology adoption by the mainstream. That bell curve that represents the life cycle of new technology? This book contends that the change from early adoption to mainstream is not continuous; It's a chasm. Selling the Dream: How to Promote your Product, Company, or Ideas— and Make a Difference—Using Everyday Evangelism by Guy Kawasaki This book first woke me up to evangelism when I read it in 1993. Evangelism has been my dream ever since.