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Purple Cow: Transform Your Business by Being Remarkable [Audiobook, Unabridged] [Audio CD]

Seth Godin
4.0 out of 5 stars  See all reviews (112 customer reviews)
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Book Description

Sept. 27 2011
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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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.

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Customer Reviews

Most helpful customer reviews
4 of 5 people found the following review helpful
2.0 out of 5 stars A Brief Essay Stretched into a Short Book Jan. 14 2004
By Donald Mitchell #1 HALL OF FAME TOP 50 REVIEWER
Format:Hardcover
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.
Read more ›
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5.0 out of 5 stars Great Read Feb. 11 2014
Format:Hardcover|Verified Purchase
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.
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5.0 out of 5 stars Love it - no really, love it love it May 14 2013
Format:Paperback|Verified Purchase
Loved this book so much that I bought copies for other people.

It has some examples that, while dated, came true. The message of the book will stand the test of time.

Read it now!
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5.0 out of 5 stars How To Become A Purple Cow July 7 2012
Format:Audio CD|Verified Purchase
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. As I have a part time on-line business, I appreciate insights and knowledge from others. I find Seth Godin extremely good at both. He knows how to put it in easy to understand language that makes you say, "I get it"!

The Purple Cow is about how to be remarkable and so outstanding in your field that you become a hub of profitability and you are viewed as an innovator. People want what you have because it is different and surprising. Godin gives plenty of examples of purple cows in his book and it sparks interest and ideas within you.

If you are a forward thinker, you will enjoy the book because it inspires you to take action of your own to be remarkable in whatever you do, to become a purple cow!
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11 of 13 people found the following review helpful
1.0 out of 5 stars I think I'm really, really dumb June 18 2004
Format:Hardcover
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.. how can I possibly sign my name to a painting that I do not feel is original or remarkable?? Anyone who starts a business knows the info in this book. If you didn't think your product was better than others why on earth would you have launched it? Unless you are like really, really dumb.
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5 of 5 people found the following review helpful
Format:Hardcover
Seth Godin's newest addition to his fold is an amazing exploration of how to market innovative ideas. A "Purple Cow" is something remarkable that people deem news worthy and are excited to talk about. It stands out in a sea of ordinary cows (moo!).
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.
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7 of 8 people found the following review helpful
1.0 out of 5 stars Don't waste your money July 19 2004
Format:Hardcover
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. It's common sense: in order to be successful, you need a remarkable product. Well, duh.
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Most recent customer reviews
5.0 out of 5 stars Purple Cow milkshake
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 more
Published on April 4 2009 by Joseph Seiler
4.0 out of 5 stars You can apply these principles to anything
I read an excerpt from this book in Fast Company and had to buy this and the accompanying "99 Cows". Read more
Published on June 4 2004 by "spongewalsh"
5.0 out of 5 stars Will change the way you look at marketing
Seth does it again, plain and simple. The notion that "being remarkable" (simply defined as being worthy of making a remark about) needs to be BUILT IN to every new... Read more
Published on May 11 2004 by David Newman
1.0 out of 5 stars Rip-off artist
Godin brilliantly lifts his title from the famous poem by Gelett Burgess. Classic Godin, (remember "yoyodyne"? Read more
Published on May 5 2004
5.0 out of 5 stars Focus Guide for Agents of Change
This is a remarkable book written to bring out the best in remarkable people. If you have that spark of life that makes you special then Seth Godin is speaking to you. Read more
Published on April 30 2004 by Amazon Customer
4.0 out of 5 stars nothing earth shattering, but a quick good read
My first inclination was to give Purple Cow 5 stars. However, I reserve that rating for exceptional products. Godin focuses on product differentiation in Purple Cow. Read more
Published on March 29 2004 by Living in Budapest
1.0 out of 5 stars Hyperbole does not a business make
Seth Godin is perhaps a "master" of marketing, but the books do not present cutting-edge techniques or thoughts, but merely hyperbole. Read more
Published on March 15 2004 by "ryze12"
3.0 out of 5 stars Brings little to the table
Let me explain. This book takes one great idea, be remarkable, and then spends several thin chapters explaining via examples what it is important. That's all it is. Read more
Published on March 6 2004 by The Transcription Teacher
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