What I'm reading...All you need is a good idea

I recently picked up this book at the local library and I am working my way through it. It passes my basic criteria of a good book already, which is that it makes me stop and think. More later.

From Amazon.com...

Product Description
In All You Need Is a Good Idea, Jay Heyman shows you how to create powerful marketing and advertising ideas that will dramatically increase sales for your business. Perfect for entrepreneurs and small business owners?or operators of any size business, for that matter?this valuable marketing resource will help any business stand out in the marketplace, build bigger market share, gain publicity, and scare the pants off the competition. This book is the perfect guide to creating truly powerful marketing messages.

From the Inside Flap

If you're not in marketing at a big corporation, you probably don't have the luxury of hiring a big ad agency, or have the big budgets often required for successfully spreading your message far and wide. But how do you make your business grow without the resources of a bigger firm? Fortunately for you, all you really need is a good idea.

Jay H. Heyman's All You Need Is a Good Idea! shows you step by step how to create powerful marketing and advertising ideas that dramatically increase sales without having to invent new products, increase sales forces, find new distribution channels, or spend a ton of money you don't have. No matter how small your business is, this insightful resource will teach you how to stand out in the marketplace, build bigger market share, garner high-exposure publicity, appear larger than you really are, and make your competition extremely nervous.

Informal, conversational, and totally practical, All You Need Is a Good Idea! guides you with simple, easy-to-follow principles that stress fun and creativity. It takes the mystery out of building your business, providing unique, hands-on marketing guidance, from generating the first fuzzy notion to perfecting the final idea, and includes informative, relevant case studies of actual marketing campaigns.

If you're a marketer, business owner, or entrepreneur who wants real bang for the buck, All You Need Is a Good Idea! presents the ins and outs of creating truly effective, powerful marketing messages that will propel your business to the next level of growth and success.