Purple Cow: Transform Your Business by Being Remarkable

Purple Cow: Transform Your Business by Being Remarkable

4.3 77
by Seth Godin
     
 

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ISBN-10: 014101640X

ISBN-13: 9780141016405

Pub. Date: 01/27/2005

Publisher: Gardners Books

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their

Overview

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?

Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.

Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.


About the Author

Seth Godin is the worldwide bestselling author of Permission Marketing, Unleashing the Ideavirus, and Survival is not Enough. He is a renowned public speaker, has started several successful companies, and is a contributing editor at Fast Company Magazine.

Product Details

ISBN-13:
9780141016405
Publisher:
Gardners Books
Publication date:
01/27/2005

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Purple Cow 4.3 out of 5 based on 0 ratings. 77 reviews.
Junyang More than 1 year ago
Reprinted from my blog at purplesteak.com. Slightly edited. Purple Cow is like a bowl of salsa. It is made up of many short chapters with a generous sprinkling of case studies of real organisations and people that are remarkably remarkable (or remarkably unremarkable). You can spoon it on its own, or dip your ideas into it to enhance their flavours- anytime and as many times as you'd like. Seth Godin, the author, calls Purple Cow the new P in the marketing list of five Ps (product, pricing, promotion, positioning, publicity, packaging, and more). Sure, there are more than five, but as Seth noted, everyone has their favourite five. Purple Cow is definitely in my list, which explains "Purple Steak (the name of my blog)." A Purple Cow refers to something extraordinary and remarkable. Two examples of Purple Cows in action are Lionel Poilane ("Case Study: The Best Baker in the World"), who sold $10 million worth of bread in one year; and Dario Cecchini ("Case Study: The Italian Butcher"), who has people crowding his butcher shop because they enjoy the meat-buying experience there. Although the subtitle of the book is "Transform Your Business by Being Remarkable," you don't really have to be (or aspire to be) in the business field to be inspired. What the book manages to achieve is to challenge the reader to the edges and explore the limits. The opposite of "remarkable" isn't "bad," - it's "very good." "Very good" is an overhyped myth. "Very good" causes you to be complacent. Worse, it causes you to settle. "Very good" doesn't get people talking, and lacks the punch. Anyone can be "very good," but only the remarkable few can be remarkable. And they are the remarkable few because they don't stop at "very good." And it is those remarkable ones who are the winners, while the "very goods" stay average. So whether you're a student, a teacher, a clerk, an artist, a fishmonger, whatever, you'll gain tremendously from Purple Cow. Nobody loses from being remarkably remarkable. If you hate to settle, if you want to stand out, if you want to create or do something extraordinary, then I strongly recommend this book to you. Stop being boring. Be remarkable.
Guest More than 1 year ago
If you want your business to stand out, you will definitely get what you want from this book. If you want your business to function optimally and you are interested in obtaining the best possible results, then read Optimal Thinking as well.
gtdbizmom More than 1 year ago
I have read Purple Cow 3 times and every time I read it I get so many new ideas that revolutionize my approach to business. The book is an easy read and I would recommend to buy it. The best 3 ideas I got were: 1. Small is the new Big: uncover a small niche market that you're passionate about and then become the absolute best person serving that market 2. Don't be afraid to stand out. Be unique, gutsy, true to yourself and brand yourself in a unique way. Vanilla is dead - be purple! 3. Make your product/service refer-able to a key group of sneezers who will do your marketing for you. All I can say is wow!!
Anonymous More than 1 year ago
Written by marketing pro Seth Godin, Purple Cow is a great book for anyone interested in improving business or marketing skills. Godin discusses several companies that have become sucessful in business to day by standing out and making their product different from the rest. These companies are used as examples throughout the book, and each section discusses one major point or step to making your business a success. My favorite part of the book is the "takeaway" pionts given by Godin at the end of almost every section. This book is a great tool to help those involved in business and marketing begin to stand out and be successful. OSU Comp Student 2009
Guest More than 1 year ago
Seth has done it again. In the Purple Cow, he challenges you to expand your creativity thinking, to get you to look at the same-old-same-old from a new perspective. This book is filled with case studies and examples of what does and does not work in the world of the Purple Cow, and how to stand out and get noticed, without following the traditional methods of marketing and PR. I dare you to get even half-way through this book without having your head fairly bursting with ideas on how to improve upon and existing product or service - or creating a whole new one. The information contained in this book is a must have for anyone interested in changing the direction of their business. Don't just be very good - Be Remarkable. Be a Purple Cow.
Guest More than 1 year ago
I received this book as part of a pre release, in hopes to learn more about promoting my Avon business, and getting the jump start on companies in the future. I expected a cut and dried book, but what I got was an awesome viewpoint, well written with bits of humor thrown in! I read the entire book in less than a day! I love the concepts, the theory, and hope to promote the book in hopes that everyone can adopt a new outlook on advertising, and more! This book is aimed mostly toward 'new product' companies, not someone like me who is selling someone else's product, but I got tips on how to advertise, what works for advertising, and what does not do well in promotions. I also learned that word of mouth sells it all!
Guest More than 1 year ago
this book was fantastic! not only is it the best bussiness related books i have ever read, its so intresting i had trouble ever putting it down. this book will change the way you view the world, read it....and start seeing purple cows everywhere!!
Guest More than 1 year ago
'There are so many very good things that very good is hardly worth noticing. Are you making very good things? How fast can you stop?' This is the central idea of Purple Cow. You are either remarkable or invisible. Given that consumers see 86,000 commercials a year and have neither the time nor the desire to understand them, the old method of marketing is dead. A product's success is no longer a function of its advertising budget. Building on his concept of Ideavirus, Godin illustrates that exceptional products benefit from the free marketing of word-of-mouth. Think Napster, the Aeron chair, and JetBlue airlines. These products weren't advertised. They were so exceptional that the products marketed themselves. Part of being exceptional is understanding that 'safe is risky' and 'criticism is not the opposite of success'. Buy this quick-read book and start thinking about how you and your products can be remarkable. If you don't do it, your competitor will!
Anonymous More than 1 year ago
It was straight to the point and had awesome examples. It doesn't give you this fool-proof plan or teaches you exactly what to do to transform your business. But it gives you the ammunition to be motivated and inspired. I enjoyed it and will definitely read it again. 
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