Having cattle, cows or milk products in a business book title is all the vogue. Previous blog posts have looked at
Stirring it Up, Gary Hirschberg’s tale of how organic yoghurt maker Stonyfield Farm, which started out with seven cows, became a poster company for combining growth, ecological sustainability, and profits. There was Seth Godin’s
Purple Cow, which encourages business to be more daring if it wants to attract today’s consumers. There was
Branding only works on Cattle, Jonathan Salem Baskin’s powerful plea for the marketing world to stop hiding behind fluffy notions of brand, and to start adopting more precise, more relevant and more effective marketing choices. And there was
Contented Cows MOOve Faster: How Good Leaders Get People to Put More OOMPH! Into Their Work by Bill Catlette and Richard Hadden, which introduces the concept of Discretionary Effort (DE), which dwells in the gap between what’s required of us and what we’re actually capable of.