Night of the Brand Shamans

4. Be great. There’s no substitute for simply being amazing and unique. I’m not talking marketing here, but what you actually are. Don’t just say you’re great — be great! Bowl-’em-over great, tell-all-their-friends great. A “purple cow” as marketing guru Seth Godin would say. (Read “Purple Cow: Transform Your Business by Being Remarkable,” by Seth Godin.)