- 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: 484 customer reviews
- Amazon Best Sellers Rank: #83,979 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Purple Cow: Transform Your Business by Being Remarkable 1st Edition
Use the Amazon App to scan ISBNs and compare prices.
Fulfillment by Amazon (FBA) is a service we offer sellers that lets them store their products in Amazon's fulfillment centers, and we directly pack, ship, and provide customer service for these products. Something we hope you'll especially enjoy: FBA items qualify for FREE Shipping and Amazon Prime.
If you're a seller, Fulfillment by Amazon can help you increase your sales. We invite you to learn more about Fulfillment by Amazon .
There is a newer edition of this item:
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Frequently bought together
Customers who viewed this item also viewed
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.
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
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."