Seth Godin's book The Big Moo, Stop Trying to be Perfect & Start Being Remarkable, is a compilation of 33 professionals offering advice on how to stand out from the crowd. If you read the Purple Cow by Seth, you'll recognize this as the next step, digging deeper into finding your niche in the market and becoming remarkable.

In one chapter one of the contributors talks about how Rockport shoes found a niche - walking shoes - and not only created a superior product but also created an entire culture around their product: the healthy benefits of walking and oh by the way you should wear Rockports while walking.

The chapter goes on to talk about companies who have become known for their entrepreneurial spirit: Lenscrafters connection with helping people see, Avon and their connection with breast cancer, etc.

I wonder: is there a way that your company can give back to the community or educate the public or shine a spotlight on an injustice?

The chapter ends with a challenge : "Stand for something or stand for nothing."

What do you stand for?