'Purple Cow' Fans Rejoice: Godin Writes Again (This Time on Meatballs)

What's a meatball sundae? It's the unfortunate result of two good ideas smashed together -- and the topic of Seth Godin's next book, which is generating much buzz on Hype Street at Advertising Week.

We couldn't go anywhere last night without hearing about it. Marketers describe Meatball Sundae as an invitation to approach web 2.0 as an opportunity to enliven company culture, even as passion begins to make way for bureaucracy.

Alternatively, Godin claims to see web 2.0 as a chance to "transform" the organization. Two sides of the same coin? Read about the book from the meatball-loving mouth itself.