- Hardcover: 145 pages
- Publisher: Portfolio; 1 edition (May 12, 2003)
- Language: English
- ISBN-10: 159184021X
- ISBN-13: 978-1591840213
- Product Dimensions: 5.3 x 0.7 x 7.4 inches
- Shipping Weight: 8 ounces (View shipping rates and policies)
- Average Customer Review: 4.2 out of 5 stars See all reviews (462 customer reviews)
- Amazon Best Sellers Rank: #50,685 in Books (See Top 100 in Books)
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Purple Cow: Transform Your Business by Being Remarkable 1st Edition
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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.
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Top Customer Reviews
TV and mass media were new frontiers 50 years ago so fortunes could be made by putting a lot of money into advertising mediocre products. Today people have seen it all so they don't notice ads anymore. To be successful you need a PURPLE COW, meaning something shocking that causes people to tell their friends. Word of mouth is the BEST marketing because it is effective, economical and hard for competitors to duplicate. Most important it comes from a trusted source, your friend. THE END!
The main idea of the book is spot on. If your business is not unique, it will be invisible. Marketing an invisible business is tough.
To the critics who say the basic idea is simple and therefore not ground breaking, I agree. But Godin manages to clarify a simple, very important idea that most business owners overlook. There is an elegance to his clarity.
Godin writes books that have a single core idea. He writes in a conversational tone. His books are short and readable. By the way, all of Godin's books make great audio books because they are in his conversational voice.
There are two categories of business books. There are the big serious tomes about how somebody saved ABC Corporation from disaster and made billions in the process. And then there are books for the rest of us. Purple Cow is a "rest of us" book. Years after reading the book, I still struggle with developing my own purple cow. It isn't easy.
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I give it three star because the message is profound, obvious, and clearly articulated. It wasn't a boring read (although it does kinda drag at the end). The knowledge and substance of this book however is not deep.
Most Recent Customer Reviews
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