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Purple Cow: Transform Your Business by Being Remarkable, by Seth Godin
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In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks and JetBlue and Apple and Dutch Boy and Hard Candy have that other companies don't? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands?
Godin showed that the traditional Ps that marketers had used for decades to get their products noticed-pricing, promotion, publicity, packaging, etc.-weren't working anymore. Marketers were ignoring the most important P of all: the Purple Cow.
Cows, after you've seen one or two or ten, are boring. A Purple Cow, though . . . now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting . . . remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they won't ignore a Purple Cow.
You can't paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you. Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth.
Purple Cow launched a movement to create products and services that are worth marketing in the first place. Now this expanded edition includes dozens of new examples from readers who've taken the message to heart.
- Sales Rank: #950525 in Books
- Published on: 2011-09-27
- Formats: Audiobook, CD, Unabridged
- Original language: English
- Number of items: 3
- Dimensions: 6.00" h x 1.00" w x 5.25" l, .27 pounds
- Running time: 180 minutes
- Binding: Audio CD
Review
“Seth Godin says that the key to success is to find a way to stand out—to be the purple cow in a field of monochrome Holsteins. Godin himself may be the best example of how this theory works: The marketing expert is a demigod on the Web, bestselling author, highly sought-after lecturer, successful entrepreneur, respected pundit, and high-profile blogger. He is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted online and off.”—Forbes.com
“Seth Godin alters the way people think about marketing, change, and work.”—Selling Power
“I love this book! Part wake-up call, part action plan, Purple Cow shows organizations how to add distinction—and avoid extinction.”—Tom Kelley, author of The Art of Innovation
“Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer…and also a clear-eyed visionary with strong and sensible ideas.”—Miami Herald
“Seth Godin may be the best intuitive marketer alive today. He’s in that tiny subset of the niche within the microcommunity of people who simply get it.”—Randall Rothenberg, columnist for Advertising Age
“Take Leo Burnett, David Ogilvy, Bill Bernbach, and Mark Twain. Combine their brains and shave their heads. What’s left? Seth Godin.”—Jay Levinson, author of Guerilla Marketing
About the Author
Seth Godin is the author of four worldwide bestsellers, including Permission Marketing, Unleashing the Ideavirus and Survival is Not Enough. He is a renowned public speaker and is contributing editor at Fast Company magazine. You can find him at www.sethgodin.com.
From AudioFile
Think outside the herd of normal cows: Promise more, deliver the unexpected, and, above all, be original. This encapsulates an energy-filled marketing and product development manifesto, in which intuitive marketer Seth Godin urges all of us to rethink, revamp, and reenergize our offering--product, service, or creative venture--with originality, verve, and fun. Zealous and even pleasantly overwrought, our reader/author guides us down the rabbit hole and through the looking glass to marketing nirvana, where we'd rather see a purple cow than be one. D.J.B. © AudioFile 2004, Portland, Maine-- Copyright © AudioFile, Portland, Maine
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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