Read Purple Cow if you need reminding why it’s not safe to play it safe. How would your clients describe you? If you define your personal brand – who are you? – are you remarkable?
In Purple Cow, Seth Godin urges us to be remarkable, as being safe is risky. He suggests creating a remarkable product for ‘sneezers’ to spread (like an ideavirus) in your niche market. Good products or services get talked about because they are worth talking about (Apple’s Ipad is an obvious example). Busy customers choose winners, so it’s worth being the market leader. Think about your ideal customer – the one you’d choose – and cater your products to that customer.
Godin explains that the age of big TV advertising is dead – we’re back full circle to word of mouth – only today it is faster as we now use social media. ‘The marketing is the product’ – he suggests reinvesting in finding your next remarkable product and put the marketing investment into the product instead of into the media.
If you think of yourself as a product (Tom Peters calls it Brand You), the same is true for you. Do you invest in making you remarkable?
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Product Description
The classic bestseller that taught the business world that safe is risky; very good is bad; and above all, you’re either remarkable or invisible
In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks and JetBlue and Apple and Dutch Boy and Hard Candy have that other companies don’t? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands?
Godin showed that the traditional Ps that marketers had used for decades to get their products noticed-pricing, promotion, publicity, packaging, etc.-weren’t working anymore. Marketers were ignoring the most important P of all: the Purple Cow.
Cows, after you’ve seen one or two or ten, are boring. A Purple Cow, though . . . now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting . . . remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they won’t ignore a Purple Cow.
You can’t paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you. Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth.
Purple Cow launched a movement to create products and services that are worth marketing in the first place. Now this expanded edition includes dozens of new examples from readers who’ve taken the message to heart.
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