PDF Ebook Purple Cow: Transform Your Business by Being Remarkable, by Seth Godin
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Purple Cow: Transform Your Business by Being Remarkable, by Seth Godin
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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.
- Sales Rank: #25397 in Books
- Brand: Brand: Portfolio
- Published on: 2003-05-12
- Released on: 2003-05-12
- Original language: English
- Number of items: 1
- Dimensions: 7.42" h x .73" w x 5.26" l, .0 pounds
- Binding: Hardcover
- 145 pages
- Business & Money
- Business & Finance
- Marketing
- Product Management
- Marketing & Sales
From Publishers Weekly
The world is changing ever more rapidly, and the rules of marketing are no different, writes Godin, the field's reigning guru. The old ways-run-of-the-mill TV commercials, ads in the Wall Street Journal and so on-don't work like they used to, because such messages are so plentiful that consumers have tuned them out. This means you have to toss out everything you know and do something "remarkable" (the way a purple cow in a field of Guernseys would be remarkable) to have any effect at all, writes Godin (Permission Marketing; Unleashing the Ideavirus). He cites companies like HBO, Starbucks and JetBlue, all of which created new ways of doing old businesses and saw their brands sizzle as a result. Godin's style is punchy and irreverent, using short, sharp messages to drive his points home. As a result the book is fiery, but not entirely cohesive; at times it resembles a stream-of-consciousness monologue. Still, his wide-ranging advice-be outrageous, tell the truth, test the limits and never settle for just "very good"-is solid and timely.
Copyright 2003 Reed Business Information, Inc.
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.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Having a Purple Cow
By Mitch Garcia
This is the second book I have read by Seth Godin. I think this is a great book. It covers a fairly wide market segment with a very specific subject. Although not very deep and challenging, its concepts are easily accessible and speaks to people who have no clue about marketing as well as people who are in business leadership. Although not all of the book is written for a more seasoned marketer, there is plenty of great ideas for even the most curmudgeon, stuck-in-the-mud, business person. All together, this book lays an excellent foundation for those looking for fresh ideas in stale markets.
3 of 3 people found the following review helpful.
Book Clubs Beware
By Justin Carr
I purchased and read this book as part of a book club at work. The leader had chosen it as it was on a recommended list from Zappos I believe. After getting through the first 40 or so pages I realized that anything remarkable that I had marked had actually been quotes from other authors books or theories. I emailed my Graduate Marketing instructor about the other books that had been cited in is reading and he responded that all were excellent books but had little to say about the Purple Cow. After finishing the book I can see why. The author asks more questions and gives less answers in this reading than any other book I have read. His advice is often along the lines of- find something that will make you remarkable and you will be remarkable... I didn't purchase this book to be given any significant answers to life's questions but I can say that I was disappointed that even flawed answers were not given. His examples and case studies were outdated, yes I realize the book was published over 10 years ago, but still they were unremarkable. I found myself having to pull, tooth and nail, to find any information or recognizable inspiration from these pages to share in our club. Not worth the $0.38 plus shipping that I had paid for it.
3 of 3 people found the following review helpful.
Practical Alternative Strategy to traditional marketing/advertising.
By The Pool Steward
As a small business owner myself, I have made many of the mistakes noted in the book regarding using traditional marketing techniques for my business. Seth Godin explains why traditional marketing/advertising, once tried-and-true methods of product market development, are less effective (if not ineffective) due to an oversaturated, over-advertised public, and commodity products that already dominate traditional ad space in print and media.
The alternative strategy is simply to do something remarkable in your ad campaigns and in your product. He provides great examples from big corporations (like the Target `big box' store) to the doctor practicing medicine that invests extra because he GENUINELY CARES for his patience. Being remarkable provides a referable product or service that the consumer can't wait to tell others about. It does require creativity to succeed, and a little good fortune to be sure.
Being remarkable targets one's audience and drives a sellable differentiation. There are many ways to get there, and there is risk involved. He elaborates on this issue and provides a realistic expectation, as well as a clear time when this approach is worth the risk.
The book is so relevant to this age of the internet, and provides a practical alternative to shotgun approaches to marketing: REMARKABILITY!
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