When I read this book in 2003 or 2004, it changed my perspective of not just marketing, but product development; forever. The very essence of this book by Seth Godin bleeds the necessary approach to making sure that your product is different, and forcing your marketing efforts to actually be a part of your product design from the very beginning, rather than a "tacked-on afterwards" approach. You're selling much more than just your idea, but also a concept, a feeling, or an aspiration.

Anyone wanting to build exceptional products needs to read this book.