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Purple Cow: Transform Your Business by Being Remarkable, by Seth Godin
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You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow."Purple Cow" describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.
- Sales Rank: #277745 in Books
- Published on: 2007-07-01
- Original language: English
- Number of items: 1
- Dimensions: 7.80" h x .35" w x 5.08" l, 2.73 pounds
- Binding: Paperback
- 160 pages
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 author of four worldwide bestsellers, including Permission Marketing, Unleashing the Ideavirus and Survival is Not Enough. He is a renowned public speaker and is contributing editor at Fast Company magazine. You can find him at www.sethgodin.com.
From AudioFile
Think outside the herd of normal cows: Promise more, deliver the unexpected, and, above all, be original. This encapsulates an energy-filled marketing and product development manifesto, in which intuitive marketer Seth Godin urges all of us to rethink, revamp, and reenergize our offering--product, service, or creative venture--with originality, verve, and fun. Zealous and even pleasantly overwrought, our reader/author guides us down the rabbit hole and through the looking glass to marketing nirvana, where we'd rather see a purple cow than be one. D.J.B. © AudioFile 2004, Portland, Maine-- Copyright © AudioFile, Portland, Maine
Most helpful customer reviews
648 of 700 people found the following review helpful.
A Brief Essay Stretched into a Short Book
By Donald Mitchell
Purple Cow is probably the most overrated business book published in 2003.
Let me save you money and time. Read the summary below rather than buying and reading this book:
Marketing should begin with a differentiated product or service that gets attention (like a purple cow does among a field of brown ones). Be sure that those who care deeply about that differentiation learn about your product or service (as Krispy Kreme does by providing free donuts when it opens a new store). Those who care will e-mail and tell everyone they know (the ideavirus concept Mr. Godin has written about before). Keep adding new differentiated enhancements to your product or service (pretty soon you don't find a purple cow so interesting). Start looking for totally new business models that provide a breakthrough like your first purple cow did. Don't waste your time and money on advertising. Alternatively, it's dangerous not to do this because your product or service will be lost among all of the other brown cows (undifferentiated offerings).
I congratulate Mr. Godin on his marketing skill. Turning these few old saws with a few new examples into a best seller is outstanding marketing. Otherwise, I would grade this book as a one star effort. It will only be of value to those who have never read anything about the power of business model innovation. To learn how to do successful business model innovation, you will have to look elsewhere. I was particularly disappointed that he relied on examples that are so old. Starbucks, HBO and Krispy Kreme, for instance, haven't done a business model innovation in years. Only the JetBlue example is recent. Yet the world is full of new examples he could have talked about.
Actually, the book's key metaphor is flawed. While a purple cow (like the title and cover of this book) will certainly get your attention (and may get you to spend a few dollars to investigate it), is there really anyone out there who wants an actual purple cow because it provides any value other than uniqueness? The example reminds me of the old-time professional wrestler, Gorgeous George, who always wore purple and used that color in everything he owned (including his car and turkeys on his ranch near Yucaipa, California). Yes, the purple attracted your attention . . . but unless you liked his wrestling, that one glance was the end of it. I remember driving to his ranch to see a purple turkey, but never went back. Actually, the charity cows that are painted and decorated by different artists and then auctioned off in different cities would have made a better metaphor for this book.
Like much of what pretends to be new and different in business books today, this book is simply dressed up on modern clothes and new terms. I suggest you read Strategy Maps, the Innovator's Solution and Corporate Creativity if you want to learn how create these changes successfully in a company.
As I finished the book, I began to realize that much of what is wrong with business gurus today is that they love to tell their own ideas . . . but are seldom willing to do the hard work necessary to locate and measure how to do what they espouse. It made me realize that I should always "walk my talk to teaching people how to do what I encourage them to do."
68 of 77 people found the following review helpful.
It is what it is . . . know what you're getting into
By A Customer
Cutesy . . . disjointed . . . reads like a monologue . . . powerful . . . simplistic. It's all true. I don't think that author Seth Godin would argue with many of the comments that even the negative reviewers have made here.
My advice is to simply understand what you're getting into with this one. Looking for some light reading that might fire off some creative synapses? Got a few hours on a plane & the ability to take some thought-starters and generate your own applications? This book is for you.
And yes, it is geared towards creative types. Or at least someone who's willing to let a simple, fun book with lots of colorful case studies get the juices flowing.
Interesting that there's such a binary ranking system with this book. Most readers seem to either love it or hate it. Are you a serious executive looking for practical ways to transform? Start with Good to Great by Jim Collins.
Looking for something more unique, but still thick with practical ways to transform a business in a huge way? Try Winning in FastTime by John Warden.
Purple Cow is fun, simple, and powerful. There's practically nothing that's been written in these reviews that I don't agree with. But some of are fortunate enough to have an equal balance between left-brain and right-brain.
This book MAY not be for you, but it was for me.
64 of 76 people found the following review helpful.
This Book is Quite Un-remarkable!
By Amazon Customer
I have never met this guy Seth Godin, but I know this guy. I have worked with and gone to school with people just like this Seth Character. They like to say provactive things like "Marketing is Dead" and come up with catch phrases (Sneezers) that seems to gain them immediate attention. However, when you start analyzing what has been written the realization quickly hits home that nothing has been said at all. Merely Vapor-ware or in this case Vapor-ideas.
For those of us who look back at that phrase and to the whole Dot.Com era and cringe at the foolishness of people who were trying to rewrite the rules of business with their gimmickry and catch phrases, I present you Purple Cow. For this book is to Marketing what the DotCom era was to Business, which is in a word a BUST.
I also like that fact that most of the people that praised the book on the back cover, were coincidentally the very same people that Seth praised in his book for having that special Purple Cow quality...(How about a catch phrase of my own)...I guess this book will appeal to some people, but I guess I am just Lactose intolerant...Ha
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