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Product Description
Book 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.
About the Author
Seth Godin is an entrepreneur, a sought-after lecturer, a monthly columnist for Fast Company, and an all-around business gadfly. He’s the bestselling author of Permission Marketing, Unleashing the Ideavirus, The Big Red Fez, Survival Is Not Enough, and Purple Cow.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
3.8 out of 5 stars (38 customer reviews)
54 of 59 people found the following review helpful
1.0 out of 5 stars
Overrated, Generic & Forgettable, Mar 16 2010
By Tahj - Published on Amazon.com
This review is from: Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter (Hardcover)
I agree with the majority of the points made in the book but I didn't gain anything by reading it. I can quote books that I have read in high school school but I can't quote anything from this book. It was very generic information that isn't unique to the book. That is ironic because the PURPLE COW is centered around being uniques. This book is everything but unique or special. It drags on even though it is very short. I can summarize the entire book for you:TV and mass media were new frontiers 50 years ago so fortunes could be made by putting a lot of money into advertising mediocre products. Today people have seen it all so they don't notice ads anymore. To be successful you need a PURPLE COW, meaning something shocking that causes people to tell their friends. Word of mouth is the BEST marketing because it is effective, economical and hard for competitors to duplicate. Most important it comes from a trusted source, your friend. THE END!
9 of 10 people found the following review helpful
3.0 out of 5 stars
A "Fun" Read with No Nuts-and-bolts, Jun 9 2011
By Scott - Published on Amazon.com
This review is from: Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter (Hardcover)
I have to admit, I like marketing books. In graduate school, my favorite classes had a marketing focus. So when I saw this book about marketing I felt a strong pull to read it. Maybe it's the fact that I live in Vermont where black and white cows are everywhere. Maybe it was the intriguing purple cow milk cartons that were around to initially promote the book. Maybe it was the purple cow on Seth Godin's website. Whatever it was, I was sold and got the book.I would label this book as a "pop" marketing book. This book is to marketing like a mass-media self-help book is to psychology. If you are a business owner or solo entrepreneur don't look to this book to really help you build a market strategy. If you are looking for a nuts and bolts marketing book, this book is not it. David Bangs' "Market Planning Guide" is what you need.
This is a "fun" book: a book to put on your night stand and read a few pages before you go to sleep; a book to supplement what you already know; a book to reinforce your existing strategies. This would be a good book to read on a plane flight or on vacation while sitting around the pool drinking margaritas. It is cute enough to be entertaining while being wrapped in some thought-provoking concepts.
There is nothing "new" in this book. No comparative studies document the purple cow phenomenon. The examples seem only to illustrate the author's ability to come up with clever terms to apply to pre-existing concepts. For example the "sneezer" metaphor just presents as silly and distracting. I can't see anyone seriously discussing how to mobilize the "sneezers" in a business meeting with other executives.
But I could see a CEO asking people on the executive team read it before they go on the next company retreat. It might provide a good entrance to brain-storming before doing the next year's marketing plan.
Overall, this is a good read - a quick read - an easy read. I would recommend it to any individual responsible for marketing a concept or product -- or even trying to get the edge on their competition. The purple cow concept stuck with me weeks after reading the text -- probably because of a great introductory story. I like the purple cow.
7 of 8 people found the following review helpful
5.0 out of 5 stars
The Perfect Purple Cow, Jan 23 2010
By Ken Rochon Jr. "The Perfect Networker"... - Published on Amazon.com
This review is from: Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter (Hardcover)
This book was recommended to me by several marketing collegues as a must read. I became a fan of Seth's work after reading this book. He addresses being different, thinking different and marketing different are keys to standing out and being noticed. I already was a believer in this philosophy, but Seth's numerous examples, enjoyable writing style and wit made this book a wonderful read. I think this is a must have book for any marketing person or entrepreneur. Once you read it, you will get hooked as a fan of Seth's style, and message. This book encourages you to examine what you are doing or not doing to be a leader in your industry. It challenges you to think outside the box, and create extraordinary campaigns, messages and results. We don't live in a world that allows ordinary to last very long. If you want to prosper, you will need to become the purple cow!
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