Purple Cow Sighting Means Success is Ahead

books:


	• Purple Cow: Transform Your Business by Being Remarkable Seth Godin Portfolio Hardcover, 2003 - 160 pages average customer review:based on 176 reviews view larger image
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highly recommended

Great Idea Generator

If you are looking for ways to think outside of the box, then Purple Cow is the book for you.

Ja-Naé
Wild Women Entrepreneurs President/Founder

Be a cow -- explore the limits!

"Purple Cow" is an amusing quick read by Seth Godin. Although it doesn't contain a lot of practical advice for most people, it does have lots of food for thought. It's short, cheap, and fun and I recommend it. A good airplane book!

Synopsis:

Purple Cow is the act of building things worth noticing into your product or service - i.e. being remarkable. The opposite of remarkable is "very good," and very good is boring. Boring leads to failure because the "very good" slot is almost always already taken.

Everything having to do with a product or service, from the design to support and everything in between, is marketing. The marketing, that is the total of what you have to offer, has to appeal to "sneezers" - the early adopters who like new stuff and who will hopefully tell everyone else. The sneezers need to find your product remarkable.

Being a Purple Cow is easy - because most people are afraid of the Cow. They are afraid to stand out or be different.

Outrageous is not always remarkable and is not required. Just outrageous doesn't usually work. You don't need passion or incredible creativity either - just the realization that only the Cow will work. Being remarkable doesn't always require big changes. Small things can help you be remarkable: how you answer the phone, price updates, handle complaints, etc.

Be a Cow, explore the limits. Be the fastest, slowest, biggest, smallest, baldest, hairiest, newest, oldest, etc. - just be remarkable.

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Is It Purple Enough?

One of the other reviews called this book a great idea starter and so it is. Seth's book was read by our entire management team and ever since we ask ourselves "is it purple enough" when we come up with new marketing ideas. The idea of necessary distinction is not a new one to marketers. Way back when I started working for P&G we talked about "USP's" or unique selling propositions. Seth just makes that concept current and easy to understand. Should be in every marketer's vocabulary.

Purple Cow Sighting Means Success is Ahead

Seth Godin's reputation for spotting what successful marketers have done and sharing it with the rest of us is well deserved. In his relatively short book, Purple Cow, he pinpoints what leads to business success: stand out, be different, be remarkable.

It's not enough to be very good or adequate. There are plenty companies doing that. Nor is it wise to copy exactly what another successful company has done. It won't work the same for you. The worst thing of all is to try to be everything to everybody. That's a death knell for sure.

Instead Seth shares many stories and anecdotes to illustrate how selecting your niche and producing a product or service better than anyone else is the goal. Better yet, find a niche so small that you're the only company in it. When a potential customer needs that specialized product or service they'll have to come to you. And, if that customer is what Seth calls a "sneezer," he will spread the word about you cheaper and faster than an expensive ad campaign.

Speaking of sneezers. These should be your target market. Seth says "Only the risk-taking, idea-spreading people on the left part of the curve are willing to listen to you."
The rest wait until a product or service has been around for a while, until it's safe.

Before you spend another dollar on ads and advertising campaigns, read Seth Godin's Purple Cow. It may cause you to disband your advisors, cancel your focus groups and listen to your customers instead.

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reviews: 1, 2, 3, 4, 5, 6, page 7, 8, 9, 10, 11, 12, 13, 14, 15, 16

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