Not enough Ps -- The new P -- Boldfaced words and gutsy assertions -- Before, during, and after -- The greatest thing since sliced bread -- Did you notice the revolution? -- Why you need the purple cow -- The death of the TV-industrial complex -- Before and after -- Consider the Beetle -- What works? -- Why the Wall Street Journal annoys me so much -- Awareness is not the point -- The will and the way -- Case study: going up? -- Case study: what should Tide do? -- Getting in -- Ideas that spread, win -- The big misunderstanding -- Who's listening? -- Cheating -- Who cares? -- Not all customers are the same -- The law of large numbers -- Case study: Chip Conley -- The problem with the cow -- Follow the leader -- Case study: the Aeron chair -- Projections, profits, and the purple cow -- Case study: the best baker in the world -- Mass marketers hate to measure -- Case study: Logitech -- Who wins in the world of the cow -- Case study: a new kind of kiwi -- The benefits of being the cow -- Case study: the Italian butcher -- Wall Street and the cow -- The opposite of "remarkable" -- The pearl in the bottle -- Tha parody paradox -- Seventy-two Pearl Jam albums -- Case study: Curad -- Sit there, don't just do something -- Case study: United States Postal Service -- In search of Otaku -- Case study: how Dutch Boy stirred up the paint business -- Case study: Krispy Kreme -- The process and the plan -- The power of a slogan -- Case study: the Häagen-Dazs in Bronxville -- Sell what people are buying (and talking about!) -- The problem with compromise -- Case study: Motorola and Nokia -- The magic cycle of the cow -- What it means to be a marketer today -- Marketers no longer: now we're designers -- What does Howard know? -- Do you have to be outrageous to be remarkable? -- Case study: McDonald's France -- But what about the factory? -- The problem with cheap -- Case study: what should Hallmark.com do? -- When the cow looks for a job -- Case study: Tracey the publicist -- Case study -- Robyn Waters gets it -- Case study: so popular, no one goes there anymore -- Is it about passion? -- True facts -- Brainstorms -- Salt is not boring -- eight more ways to bring the cow to work.