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Purple Cow, New Edition: Transform Your Business by Being Remarkable

by Seth Godin (Author)

485 customer reviews

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The cult classic that revolutionized marketing by teaching businesses that you’re either remarkable or invisible.

Few authors have had the kind of lasting impact and global reach that Seth Godin has had. In a series of now-classic books that have been translated into 36 languages and reached millions of readers around the world, he has taught generations of readers how to make remarkable products and spread powerful ideas.

In Purple Cow, first published in 2003 and revised and expanded in 2009, Godin launched a movement to make truly remarkable products that are worth marketing in the first place. Through stories about companies like Starbucks, JetBlue, Krispy Kreme, and Apple, coupled with his signature provocative style, he inspires readers to rethink what their marketing is really saying about their product. In a world that grows noisier by the day, Godin's challenge has never been more relevant to writers, marketers, advertisers, entrepreneurs, makers, product managers, and anyone else who has something to share with the world.

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Editorial Reviews

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“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.

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: 485 customer reviews
Amazon Best Sellers Rank: #39,501 in Books (See Top 100 in Books)
- #19 in Books > Business & Money > Marketing & Sales > Marketing > Product Management
- #69 in Books > Business & Money > Small Business & Entrepreneurship > Marketing
- #77 in Books > Business & Money > Management & Leadership > Project Management

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Mitch Garcia

Having a Purple Cow

April 25, 2016

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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.

6 people found this helpful

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Zuri Hann

Be a purple cow to get the attention from the crowd

May 3, 2017

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I love the idea of a purple cow, someone who is standing out from the crowd. It is truly a noisy world we are living in, and it is more difficult for any of us to get attention from people. It kept me thinking what can be the strategy to be a purple cow nowadays? It used to be newspaper advertisement, TV commercials, to ebook marketing, social media, to paid ads on facebook, google ads, and now what? Everyone is doing those, and not many people are interested in seeing ads anymore on anywhere. An excellent book which adds another layer of perception on marketing and to be attractive.

10 people found this helpful

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Mike Kimmel Scenes for Teens

I'm a fan of Seth Godin's direct, no nonsense style

July 9, 2017

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I'm a fan of Seth Godin's direct, no nonsense style. I've read several of his other books and subscribe to his daily blog, which is excellent. This book is unique and I think it's a particular standout. The format is unusual in that it's not broken down into standard chapters, but is one continuous unbroken chapter instead. The real-life sales, marketing, and creativity examples the author shares will really help push your thinking out of the box, and each company story is listed in the table of contents as though it was a stand-alone chapter. That makes it very convenient to refer back to specific examples after your initial reading.

The analysis on the Wall Street Journal's advertising style is worth the price of the book alone. Very highly recommended.

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The Pool Steward

Practical Alternative Strategy to traditional marketing/advertising.

January 5, 2013

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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!

5 people found this helpful

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John McCabe

Worth a read - it's a quick read and has some useful insights.

August 8, 2017

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Short book, easy to read. A few good insights - nothing earth shattering but well worth the read. I like the philosophy of trying to build something really special, memorable and share-worthy as opposed to just satisfactory.

2 people found this helpful

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James Koppel

It talks down to you

December 30, 2017

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I lost a few brain cells reading this book. It's a collection of just-so stories that read like he once bought a gadget and then tried to make up a story on why the gadget company is successful. One second he's praising a company for knowing that the package matters more than the product; the next, he's telling you that what you say is more important than how you say it. Is there anything he can predict in advance, or is he just saying that you can have every success in the world if you just follow his One Weird Trick?

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John Spender

I like his perspective! Be remarkable

October 17, 2017

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This is the second book by Seth that I have read.
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.

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Carsten Cumbrowski

Trade in your old lila Milka Cow for a new Purple Cow

June 18, 2007

Verified Purchase

Or something like that. TV Ads to build and grow your business doesn't work anymore. Superbowl Ads are not what they used to be either.

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. :)

2 people found this helpful

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