Purple Cow: Transform Your Business by Being Remarkable Audio CD – Audiobook, Unabridged
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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. --This text refers to an out of print or unavailable edition of this title.
About the Author
Seth Godin is the author of seven books that have been bestsellers around the world and have been translated into more than fifteen languages. He's been featured in The Wall Street Journal, Forbes, Fortune, Fast Company and Business Week. Godin was singled out by Successful Meetings Magazine as one of twenty-one top speakers for the twenty-first century. Before Small is the New Big, The Big Moo and All Marketers Are Liars, Godin wrote Free Prize Inside!, which Forbes picked as one of its books of the year (as did Fast Company). He is also the author of Purple Cow, the bestselling marketing book of the decade, and Permission Marketing.See all Product Description
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Top Customer Reviews
I have been reading many books recently on Word of Mouth marketing and Buzz, and Godin's Purple Cow fits nicely into any marketing plan for innovative products and services. Godin is a fan of new ideas, he has a passion for them, something he defines as "Otaku" (Otaku is a Japanese word that defines something that falls between an obsession and a hobby). Previously he has written about Idea Viruses (a.k.a. memes, ideas that spread from person to person) and permission marketing. His new theme ties in nicely with the ideas from both of those books.
In this book he summed up everything I had been reading about Word of Mouth and how to go about marketing a new innovation. I have been working on a new product and developing a business plan to start my next company. As soon as I read Godin's book I realized it crystallized everything that my product stood for. I took up his offer of purchasing 12 of his "Limited Edition" Purple Cow books that came in Purple Milk Cartons and I have been giving them away with my business plan, since it explains so succinctly what I am aiming for with my product.
Other books that complement this one are: The Anatomy of Buzz - Emanuel Rosen, Unleashing the Idea Virus - Seth Godin, Creating Customer Evangelists - Bill McConnell, Jackie Huba and The Tipping Point - Malcolm Gladwell.
All Godin has done here is write a book on branding an positioning. Godin is trying very hard here to sell us on the idea that what he suggests is new and different and that the old ways of marketing do not work. Hate to tell him this, but talk to people who are genuinely out there fighting for customers in the marketplace and you find that the old ways still work quite well. P&G has managed to stay pretty successful (not that they don't have an occasional bump in the road) sticking to a tired-and-true marketing formula, as have many other companies.
This book is simply about product or service differentiation that attracts attention (as a purple cow in a field of brown ones would). It's not necessarily new and different, and some of his example s may well be flawed. For example, JetBlue is a marvelous success (and I wish that would come to our part of the country), but all they did was build on the Southwest Airlines template for success. JetBlue also had the marked advantage of being one of the best financed start-ups in airline history. I think their success is more the result of good management more than anything else. And for the most part, Godin seems to use examples of companies that are now well-established in the marketplace, e.g., Starbucks, HBO and Krispy Kreme. While I think he's use of JetBlue does not necessarily support his premise, at least it is a relatively new entity. Why did he not use more examples of newer companies?Read more ›
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
You bet. And if this primeval rainbow had to be squeeze-dried and smudged into a book, perhaps the least we could have been blessed with would be ONE piece of wisdom on HOW to be different.
That's missing. As is anything else of any meaning here, barring about a dozen not-so-amoosing cow puns on the carton, or perfectly predictable notions about "setting up a dialog with your customers".
"Ideavirus" was somewhat passable in its content but this monograph belongs snugly in the milk carton whence it emerged. Actually, come to think of it, the carton is the only thing I may want to keep.
Most recent customer reviews
He's a masterful Thought Leader in progressive thinking. I think he has brilliant ideas and this book is no exception.Published 4 days ago by Lori St.Clair
gives an interesting perspective to look at the projects, companies and salesPublished 8 months ago by OOD
Another brilliant book by Seth Godin. The principles of this book truly outline the fundamentals of what's required to stand out from the crowd in todays marketplace.Published 24 months ago by Kyleobrien
Loved this book so much that I bought copies for other people.
It has some examples that, while dated, came true. Read more
I'm not really one to waste a lot of time, so on the commute to work I love to listen to books on CD. Read morePublished on July 7 2012 by radiantrose
Seth Godin is a master at irreverent expression of truths. Does a great job of surfacing the obvious that is not obvious until he surfaces it. Sheesh what a sentence. Read morePublished on April 4 2009 by Joseph Seiler
I feel suckered. Godin must be a clever marketer to have swindled me out of $15. There is nothing in this book that is remarkable. Read morePublished on July 19 2004 by Earl G. Hamilton
There is nothing remarkable about Godin's book on being remarkable. All the info in this book is basic business sense. I am an artist.. Read morePublished on June 18 2004 by a reader
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