Seth Godin always has an interesting way to look at things. When he talked about doing things that people notice such as if you were driving down the street, and seen a cow you would just keep driving. But if the cow was purple you would stop and look. Doing something remarkable another example from Seth is when he talks about silk about how they did not triple their sales with advertising it was how they placed their product and where.
Seth Godin: How to get your ideas to spread