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What's Your Purple Goldfish? How to Win Customers and Influence Word of Mouth [Kindle Edition]

Stan Phelps , Drew McLellan
4.9 out of 5 stars  See all reviews (26 customer reviews)

Print List Price: $12.95
Kindle Price: $6.99
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Book Description

How do you stand out in a sea of sameness?

What's Your Purple Goldfish (WYPG?) is about differentiation via added value. Marketing to your existing customers via G.L.U.E (giving little unexpected extras). The end result is increased sales, happier customers and positive word of mouth.

Praise for WYPG?

"In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, "What's our Purple Goldfish?"

-Tony Hsieh, NY Times bestselling author of "Delivering Happiness" and CEO of, Inc.

"Influence isn't a score, it is the ability to cause, effect or change behavior. Phelps shows marketers how to add that 'little something extra' that influences consumer behavior and drives word of mouth."

- Brian Solis, Author of The End of Business as Usual, Named a Top 2011 Business Book by Publisher's Weekly

“What's Your Purple Goldfish? is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world class brand! (I just hope my competition doesn't find this book.)”

- Chris Zane, Author of Reinventing the Wheel - The Science of Creating Lifetime Customers

“Stan’s approach of delivering the unexpected, lagniappes, is a great way to break from the pack and instill a mindset of customer delight across your company.”

- Bruce Temkin, Author of The 6 Laws of Customer Experience

“Your project has been an inspiration. I’ve talked about it many times, and included links in my articles. CEM can be complicated, but your examples show that with some creativity, companies can stand out by doing a little something extra.”

- Bob Thompson
CEO of, the world's largest community dedicated to customer-centric business, Author of CrowdService: Harnessing the Wisdom of Crowds in Customer Service and Support

“What's Your Purple Goldfish? busts a myth and reveals a simple truth about customer service. Stan uncovers the recipe for creating signature added value that increases customer satisfaction and drives positive word of mouth.”

- Barry Moltz, Author of Bounce, Crazy and B-A-M

“What's Your Purple Goldfish? is unique in that it doesn't leave you asking ‘Now what?’ after you've read it. It's filled with actual illustrations of what successful businesses are doing right now to differentiate themselves and add value to their customers' experiences.”

- Steve Curtin

“What's Your Purple Goldfish? is a great guidebook full of real-world examples business owners can use to increase great experiences to delight and surprise their customers. Read this book before your competitors do or be left in the dust.”

- Phil Gerbyshak, Author / co-author of 10 Ways to Make it Great! and #Twitterworks

“I have been a huge fan and contributor to The Purple Goldfish Project since inception because many companies talk about being ‘customer centric’ but few actually are. This project is a reflection of all those great companies that are getting it right every day, winning the hearts and minds of their customers one customer at a time!”

- Paul Dunay, Author of Facebook Marketing for Dummies

“At the heart of the marketing lagniappe concept lies the truth that we cannot simply meet the expectations of customers. Every experience starts with a person who had a need they would trade something of value to have solved. Lagniappe can create the difference between needs not solved or solved poorly, and needs solved so well we happily tell others of the experience. Purple Goldfish, crafted wisely in customer experiences, can be the difference between mediocre and great business performance.”

- Linda Ireland, Author of Domino: How Customer Experience Can Tip Everything In Your Business Toward Better Financial Performance

Editorial Reviews

About the Author

Stan Phelps is an Experience Architect at 9 INCH marketing. He believes the longest and hardest nine inches in marketing is the distance between the brain and the heart of a customer. He’s committed to exploring the concept of marketing lagniappe. What’s Your Purple Goldfish? is the first book in a trilogy on the subject.

Stan received a BS in marketing from Marist College and a JD/MBA from Villanova University. He lives in Cary, NC with his wife Jennifer, their two boys Thomas & James and a Glen of Imaal Terrier named MacMurphy.

Product Details

  • File Size: 917 KB
  • Print Length: 210 pages
  • Page Numbers Source ISBN: 0984983805
  • Simultaneous Device Usage: Unlimited
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B006UO8R7S
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #473,223 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.9 out of 5 stars
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Most Helpful Customer Reviews
6 of 7 people found the following review helpful
5.0 out of 5 stars Surprised How Much I Liked It September 3, 2012
Format:Kindle Edition
When I first saw this book I thought it was a ripoff of Seth Godin's Purple Cow. I picked it up as a Kindle freebie and was prepared to dislike it. A lot.

Once I started reading, however, I realized that the author was not in fact ripping off Godin, but paying tribute to the purple cow concept and at the same time using the similarity to make his point.

I know of no business that doesn't depend on word of mouth and a steady stream of new customers. Any business meeting these two criteria will benefit from learning and using the Purple Goldfish principle.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Feeling empowered January 24, 2014
Format:Kindle Edition
This book really reinforces things we already know. Having great examples really helps get the wheels turning. Adding this to our office book club. Can't wait for the team to read it and begin our quest for our own purple goldfish.
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5 of 6 people found the following review helpful
5.0 out of 5 stars A little extra, does your business provide? January 13, 2012
By Denise
Format:Kindle Edition|Verified Purchase
By chance, I found Stan's 1001 Purple Goldfish on twitter as he was collecting them. One was about the Five Guys restaurants, how they gave their customers a little extra. He and their little extra is why in went to eat there... What was written was spot on; his book is too! Business owners should read to improve their customer service, give the little extra that counts for a big extra!
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4 of 5 people found the following review helpful
5.0 out of 5 stars One of the best books I've read on the subject! September 26, 2013
Format:Kindle Edition
As a doctor it is extremely important in my office that our patients have an unforgettable experience! In this age of most offices only spending 2-3 minutes with a patient, I'm always looking for ways to improve their experience. I really enjoyed Stan Phelps book and found it full of examples on how I can improve. I highly recommend this book and really enjoy Stan's writing style.
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4 of 5 people found the following review helpful
5.0 out of 5 stars Bringing extra to win and keep customers January 11, 2012
Format:Kindle Edition|Verified Purchase
Stan Phelps has spent the last 27 months gathering 1,001 customer service stories about companies and organizations who provide unexpected customer benefits. Through this process, he has discovered many themes which are applicable to organizations large and small. Your will feel inspired to practically improve your customer service efforts after reading this book.
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1 of 1 people found the following review helpful
Format:Kindle Edition|Verified Purchase
Before i read this book, i had not yet completely understood what customers wanted. I have had a mentor who has always given me advice on being the best business man. However, it was until i read this book that i changed my way of looking at things. This is only one of the few books that have kept me interested. Most definitely a must have book.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Stan Phelps is a genius! December 18, 2013
Format:Kindle Edition|Verified Purchase
Incredible book from the marketing maven Stan Phelps. I'm only half way through it but I'm already completely obsessed. :)
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1 of 1 people found the following review helpful
5.0 out of 5 stars Oh, The Possibilities are Endless November 10, 2013
Format:Kindle Edition|Verified Purchase
The new customer experience bible for business owners. No matter the size of your organization, this book is thoughtful and relevant. From 10,000 feet, my biggest take away was that nobody meets customer expectations. You either exceed them or you don't. The rest of the book contains gazillions of incredible nuggets and anecdotes to improve any business right now.
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Most Recent Customer Reviews
5.0 out of 5 stars Good stuff!
important information for any organization trying to get ahead of the curve in today's sales and marketing world. gives many examples and is well laid out. strong suggest
Published 1 day ago by Dave Menk
5.0 out of 5 stars Five Stars
Stan Phelps is an expert in the field. Every person in marketing should buy it!
Published 7 days ago by Adam Brett
5.0 out of 5 stars Gone Fishin"
Using a Creole' expression or word "Lagniappe" as a concept frame, Stan Phelps writes about the benefits of doing the 'special thing' for customers or clients, increasing value... Read more
Published 1 month ago by JudyAnn Lorenz
5.0 out of 5 stars Best Book ever!!!
Best Book, I have ever read!!! HIs presentation was perfect because it was swell prepared and easy to follow. Read more
Published 7 months ago by ketia
5.0 out of 5 stars A+++++++
One of the best books I have ever read - and I read a lot of books. Can't recommend this book enough (as well as Stan Phelp's other books).
Published 7 months ago by M. Klein
4.0 out of 5 stars So many ideas, so little time!
Author does a great job of explaining the concept and giving examples. Maybe he could do a follow up where he teaches you how to arrive at the right one for you and then implement... Read more
Published 7 months ago by Bill King
5.0 out of 5 stars what a book!
Very positive! Looking forward to the next one. You want too many words, so the rest will be fluff. Praises!
Published 10 months ago by Tax Junkie
4.0 out of 5 stars great read. inspiring
Easy read and takes you on an emotional roller coaster of what can be achieved when you focus on exceptional service
Published 10 months ago by Pailate Fili
4.0 out of 5 stars A little sumthin', sumthin'...
While it's good to reinforce the message of giving your customers a little extra to remember (and talk about) you by, the book is a little repetitive. Read more
Published 10 months ago by linda s gross
5.0 out of 5 stars Give extra get more customers
This book gives great advice on how to treat customers to make sure they are guaranteed to come back. This is now has a laginiape. Read more
Published 12 months ago by Kindle Customer
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More About the Author

Stan Phelps has a unique perspective on customer experience and employee engagement based on over 20 years of brand and agency experience. After completing his JD/MBA at Villanova, Stan progressed through sales and marketing roles around the world at IMG, adidas, PGA Worldwide Exhibitions and Synergy Events.

Now he is a Managing Director of 9 INCH MARKETING, an organization that inspires leaders to think differently about marketing. Founded in 2012, 9 INCH helps businesses become talkable by design. Implementing programs that drive differentiation, reinforce culture, increase retention and promote positive word of mouth.

Stan, his wife Jennifer and two boys Thomas and James live in the heart of the triangle in Cary, North Carolina.


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