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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
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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1 of 1 people found the following review helpful
2.0 out of 5 stars Naughty Mr Godin Feb. 25 2004
Format:Hardcover
At the beginning of this book (which I only purchased because it was a 'buy two for reduced price' deal) Seth Godin goes to great lengths to describe how, during a vacation in Europe, he was admiring a field of Holstein cows and was suddenly inspired to consider what an impact a purple cow would have in the herd of black and whites.
What a pity there is a well known brand of European chocolate whose packaging has been branded with purple cows for many years. May I suggest his divine inspiration came not in the lush valleys but in a candy store, safe in the knowledge that the majority of his American readers would not make the connection? The book looks like it is the history of the chocolate company! I'm afraid after this self-congratulatory paragraph I was left with very little faith in any other 'original thought' this particular author might dazzle us with, but as I suspected, there was little realisation of any originality in the entire book. As they might say in certain parts of Europe, "Qu'elle surprise!"
This book is merely a Harry Beckwith Wannabe. With purple spots.
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1 of 1 people found the following review helpful
Format:Hardcover
This is a not highly originally book which is apparently using a gimmicky title and cover to make itself stand out. I'm not sure why because Seth Godin has written better books and it's not like he necessarily needs to go the gimmicky "look-at-me, look-at-me" route to sell books.
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?
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1 of 1 people found the following review helpful
1.0 out of 5 stars This Book is Quite Un-remarkable! Dec 17 2003
Format:Hardcover
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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Most recent customer reviews
5.0 out of 5 stars Great Read
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 8 months ago by Kyleobrien
5.0 out of 5 stars Love it - no really, love it love it
Loved this book so much that I bought copies for other people.

It has some examples that, while dated, came true. Read more
Published 17 months ago by Andrew L Tompsett
5.0 out of 5 stars How To Become A Purple Cow
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 more
Published on July 7 2012 by radiantrose
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
1.0 out of 5 stars Don't waste your money
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 more
Published on July 19 2004 by Earl G. Hamilton
1.0 out of 5 stars I think I'm really, really dumb
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 more
Published on June 18 2004 by a reader
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
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