Catch!
A Fishmonger's Guide to Greatness
By Cyndi Crother
Publisher: Berrett-Koehler Publishers
Final Release Date: January 2005
Pages: 200

Seattle locals and tourists alike flock to Pike Place each day to watch the fish fly. But Pike Place Fish is about more than just crowd-pleasing entertainment --- there is an underlying philosophy at work that has made the market both wildly successful and internationally renowned.

In an unusual combination of oral biography and practical business blueprint, Crother and the fishmongers take you behind the scenes at the famous market to illustrate the PPF philosophy and reveal the underlying assumptions that have made PPF the international phenomenon it is today.

Catch! shows that to be "ordinary" is to be a victim of circumstances, responding to whatever comes one's way. To be "great" is to realize that anyone can live an extraordinary life. At Pike Place Fish, everyone is responsible for transforming themselves from ordinary to great by creating their own reality. The authors explore the issues of goals --- financial, personal and humanitarian --- and intention, showing how the crew itself creates these goals and works towards them in collaboration.

Most importantly, Catch! examines the power of possibility and shows how you can achieve greatness in your own life. Catch! explores such guiding principles as coaching and acknowledgment that are lacking in many businesses, and shows that you, too, can be the prime mover in your own experience.

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