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Purple Cow, New Edition: Transform Your Business by Being Remarkable Hardcover – November 12, 2009

by Seth Godin (Author)

476 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.

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

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Editorial Reviews

Review

“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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Product details

Hardcover: 224 pages
Publisher: Portfolio; New edition (November 12, 2009)
Language: English
ISBN-10: 1591843170
ISBN-13: 978-1591843177
Product Dimensions: 5.2 x 0.8 x 7.3 inches
Shipping Weight: 9.1 ounces (View shipping rates and policies)
Average Customer Review: 476 customer reviews
Amazon Best Sellers Rank: #3,295 in Books (See Top 100 in Books)
- #3 in Books > Business & Money > Marketing & Sales > Marketing > Product Management
- #4 in Books > Business & Money > Small Business & Entrepreneurship > Marketing
- #5 in Books > Business & Money > Management & Leadership > Project Management

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Top customer reviews

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

ByJohn McCabeon August 8, 2017

Format: HardcoverVerified Purchase

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.

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SETH GODIN IS EVERYTHING YOU NEED.

ByGreer Bearon August 19, 2016

Format: HardcoverVerified Purchase

An absolute must have for any PR / Marketing Professional AND/OR STUDENT. My Favourite Book of all his books. I force everyone I know who owns a business or studying any business course to read it... twice!

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Great guide to business success

ByAmazon Customeron August 19, 2017

Format: PaperbackVerified Purchase

I highly advise you read this book, if you want to know how to get your product out to the customer. Seth Godin is an amazing business man and author. I personally love all of his books!

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Have a Cow

ByRobert W. Kellemenon January 28, 2008

Format: HardcoverVerified Purchase

Twenty years ago, Tom Peters shared the same notion in "The Pursuit of Wow." In "The Purple Cow" Seth Godin explains and expands this "wow factor."

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."

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Playing it safe, is not innovation!

ByAlfio Illumination May 9, 2014

Format: HardcoverVerified Purchase

The deepest game-changing , paradigm- breaking book ever for Innovation, Marketing, General Managers and Entrepreneurs! True; Most innovations do not succeed in the market because most businesses are always focusing their growth strategies where the masses of customers are, and providing products/services with INSIGNIFICANT differences to what already exists. Seth Godin has the vision of the other side of the coin. Dare to be different, dare to focus on a nitch market, dare to be a dream-come-true for these customers… and it will pay off, it will grow, it will become main stream, it will make money.

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If you need a refresher, a stimulant, or just a good book, pick this up!

ByJustice G.on August 17, 2017

Format: PaperbackVerified Purchase

This book is awesome! Completely changed the way I thought of creating "new" Products.

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Inspirational, but a bit lacking

ByMidasMulliganon April 7, 2017

Format: Kindle EditionVerified Purchase

A good perspective on how product design and marketing has changed over the years. Also very realistic in how difficult it is to create something remarkable. Still, would have liked more on process. Also a decent number of typos and mistakes.

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Good quick read

ByAmazon Customeron May 18, 2017

Format: HardcoverVerified Purchase

Item arrived in a timely fashion.
This is a good quick read if you're an entrepreneur and looking for methods to stand out against the competition, market yourself, market an idea, and/or market a product.

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Most recent customer reviews

Five Stars

This book is chock full of useful information. Great read.

Published 8 hours ago by Lance Brown

Read again

I love this book and will read it again. A great eye opener for business owners.

Published 14 days ago by Carol A. Morse

Five Stars

Seth's go to book for me... groundbreaking, and extremely motivational

Published 23 days ago by Steve

I am very pleased with my purchase

The item came on time and as described. The packaging was right as well. I am very pleased with my purchase!

Published 24 days ago by Patrick Lee

Five Stars

Great book, easy, quick, impactful read!

Published 1 month ago by Darlene Tawiah

I wanted to like the book

I wanted to like the book...I really did, but it came up empty to me. WAY too many examples without any true ways of achieving your unique message or marketing.Read more

Published 1 month ago by Michael Fraser

great book

love this little marketing book

Published 1 month ago by Amazon Customer

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

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.Read more

Published 2 months ago by Mike Kimmel Scenes for Teens

Two Stars

Good concepts. Do something differently.

Published 3 months ago by Amazon Customer

I have to remember this store, if need, I will come back again.

Brilliant piece of kit This product is very good material and excellent design, as well as the evaluation and quality on the market, I feel very good.Read more

Published 3 months ago by Amazon Customer

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