- Hardcover: 224 pages
- Publisher: Portfolio; New edition (November 12, 2009)
- Language: English
- ISBN-10: 1591843170
- ISBN-13: 978-1591843177
- Product Dimensions: 5.3 x 0.8 x 7.3 inches
- Shipping Weight: 9.1 ounces (View shipping rates and policies)
- Average Customer Review: 482 customer reviews
- Amazon Best Sellers Rank: #35,775 in Books (See Top 100 in Books)
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Purple Cow, New Edition: Transform Your Business by Being Remarkable
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The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
“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 more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, and Poke the Box. He is also the founder and CEO of Squidoo.com and a very popular lecturer. He writes one of the most influential business blogs in the world at sethgodin.com.
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Top customer reviews
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I like his perspective! Be remarkable...
I found it a little to similar to 'All marketers are story tellers' but it unique enough to make it interesting and valuable.
Who is watching TV anyway? I have not watched more than 1 hour TV in the last months, why should I, I get what I want, when I want it online on the Internet. I might not be the typical consumer, but it is a trend that is not to be ignored. Seth points out with brutal honesty that what worked for over 50 years is not or only little working anymore.
Product, Pricing, Promotion, Positioning, Publicity, Packaging, Pass-along and Permission are things from the Past (uh, another "P" word). You need a "P"urple Cow, which you can promote to the early adopters, "sneezers" and Innovators to get your marketing message through to the masses who stopped listen to you and your untargeted and often intrusive Ads.
It sounds harsh, but life isn't fair. The earlier you start adjusting to the changing market, the better it will be for your future, unless you want to be the captain of a ship with a leak that can not be closed and looking forward to its certain end at the bottom of the ocean. The first life boats are already gone.
You better get the next one and start working on your own purple cow. :)
In the new marketing age, consumers are too busy and too flooded with marketing to listen to the typical pitch. So, if your product is not remarkable, if it doesn't stand out by itself (with or without marketing) like a purple cow in a herd of Holsteins, then it will be lost in the proverbial shuffle.
Today's consumer is consumed by attention deficit. So how do you get busy people who have everything they want and who are constantly bombarded with sales pitches to listen to you? The confluence of available choices (high) and available time (low) conspires against today's entrepreneur.
Since consumers today ignore you and insist on permission marketing, the old rule is out: create safe, ordinary products and combine them with great marketing. The new rule is in: create remarkable products that the right people seek out. Be the outlier--the company that's different, that thinks and acts outside the box.
Smashed down and compacted, Godin's whole message is: it's safer to be risky, to pursue the truly remarkable, different product, rather than to try to market a safe, boring product remarkably. Create a fascinating product that stands out from the crowd rather than creating a fascinating ad campaign for your ordinary product.
So what to do? Create idea viruses that spread from the early adopters to the general public. How do you create an idea that spreads? Don't try to make a product for everybody, because that product is for nobody. The everybody products are all taken. The way you break through to the mainstream is to target a niche instead of a huge market. As Godin says in a later book, "small is big."
But here's the key--the product must be built virus ready! The intention of the invention must be niche novelty. You must develop products and services so useful, interesting, outrageous, and noteworthy that your niche market will want to listen to what you have to say.
You can't make people listen. But you can figure out who's likely to be listening when you talk. And when you talk, you're either remarkable or invisible depending on how purple your cow is (not how much purple you use in advertising your cow). So, create a product that dominates a niche. Think small.
But why is the purple cow so rare? Fear. Create something unique and people will criticize it. Criticism comes to those who dare to be different. The timid fit in and go unnoticed--lost in the shuffle of the shuffling herd. Be different. Give the marketing budget to the designer. Innovate a product and introduce it to your sneezers. Launch a new product, not a new slogan. Explore the limit. Ask, "Why not?"
But what if you've already invented? Then redefine what you sell. Go for the edges (niche influencers) and describe in fresh ways what those edges are. Be edgy--the edgier the better, the edgiest the best.
Thus, none of this means that the "slogan" is bad. It just means that the slogan is good for a different reason. It used to be the slogan was good because it fit the 30 second commercial sound bite. Now the slogan is good because the virus can be passed more easily, more succinctly. Your product should shout: "Remarkable boast that's true!" Then it will be worth passing on. The slogan is the story that influencers pass on like a virus.
Where does remarkable originate? From passionate people who make products first for themselves.
But . . . how purple is "The Purple Cow?" True, it's not that novel. But, people bought it. The book itself practiced what it preached. Yes, the savvy entrepreneur already gets this. But Godin's niche is the wanna-be, not-yet-savvy innovator. There are plenty of those out there (to date--250,000 who have bought "The Purple Cow").
Reviewer: Bob Kellemen, Ph.D., is the author of "Beyond the Suffering," "Soul Physicians," and "Spiritual Friends."