Purple Cow

A book on getting your product (or you) noticed. Primarily written for non-Marketeers the book doesn't have too much content but does make you think about the messages we are all bombarded with every day and how little we now take notice of them.

p80 Products differ but the characteristics of early adopters stay the same.
p73 get the email addresses of the 20% of your customer base that loves you and then give just them something really special.
p132 you can't out-Amazon Amazon so go to a market space where they are not.