This is a must read book for anyone trying to make themselves heard in a busy marketplace.
This book builds on Godin's earlier books and, if you haven't already read any, I would recommend starting with Purple Cow (and possibly Free Prize Inside) before this one.
The book drives home the point that you first need to have a truly remarkable product that appeals to a narrowly defined group of early adopters who are ready to "lie" to themselves (ie convince themselves) that your offering is outstanding in some way. They will then spread the word for you in a way that you simply could not do as a marketer (because no-one would believe you) until your product or service becomes mainstream.
Seth uses some excellent examples but you will quickly come up with your own ideas of products and services that have followed exactly this path.
Seth Godin also takes his own advice in the way he packages and propagates his remarkable ideas (so don't be put off by the quirky title).
Buy these books now, before they become mainstream!