- Hardcover: 224 pages
- Publisher: Portfolio; New edition (Nov. 12 2009)
- Language: English
- ISBN-10: 1591843170
- ISBN-13: 978-1591843177
- Product Dimensions: 13.5 x 2 x 18.6 cm
- Shipping Weight: 259 g
- Average Customer Review: 130 customer reviews
- Amazon Bestsellers Rank: #47,624 in Books (See Top 100 in Books)
Purple Cow, New Edition: Transform Your Business by Being Remarkable Hardcover – Nov 12 2009
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“Seth Godin says that the key to success is to find a way to stand out—to be the purple cow in a field of monochrome Holsteins. Godin himself may be the best example of how this theory works: The marketing expert is a demigod on the Web, bestselling author, highly sought-after lecturer, successful entrepreneur, respected pundit, and high-profile blogger. He is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted online and off.”—Forbes.com
“Seth Godin alters the way people think about marketing, change, and work.”—Selling Power
“I love this book! Part wake-up call, part action plan, Purple Cow shows organizations how to add distinction—and avoid extinction.”—Tom Kelley, author of The Art of Innovation
“Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer…and also a clear-eyed visionary with strong and sensible ideas.”—Miami Herald
“Seth Godin may be the best intuitive marketer alive today. He’s in that tiny subset of the niche within the microcommunity of people who simply get it.”—Randall Rothenberg, columnist for Advertising Age
“Take Leo Burnett, David Ogilvy, Bill Bernbach, and Mark Twain. Combine their brains and shave their heads. What’s left? Seth Godin.”—Jay Levinson, author of Guerilla Marketing
About the Author
Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, and Poke the Box. He is also the founder and CEO of Squidoo.com and a very popular lecturer. He writes one of the most influential business blogs in the world at sethgodin.com.See all Product description
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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.
Simply put, Seth reminds the reader to not be boring. To not be invisible and not even to be "very good" but rather to be remarkable. He says that people don't talk about or recommend "very good" products or services; that they expect very good. But people do talk about "remarkable" products or services. That's probably true and I tend to endorse that thought.
Furthermore, Seth claims that television marketing (among other types of advertising) is quite dead, thank you. He says that the old, established companies like P&G and General Mills made their names and sold their products with television advertising and that we still buy from old ads we saw thirty years ago. In other words, the Wheaties we bought because Billie Jean King was on the box still keeps us buying Wheaties today. (Whether BJK was on a box of Wheaties or not I don't know. But I can dream that a woman made the cover of the great cereal at least once in those days.)
Well, there's a dab of truth in that. But just a dab. Television still sells a ton of stuff. Granted, some of the ads are very bad. Some are cute and win awards but they don't win customers for the ad agency's clients. Television and radio and Internet advertising are not dead, however.
Now having said all that, I do agree with Seth when he says that to succeed today most businesses must be remarkable. But, unfortunately, that doesn't mean you can't have a bad product and still succeed.
Microsoft is known for its poor products and shoddy security but it's a rich, successful company while software companies with far finer products are struggling. Ah, but a Microsoft is admittedly the exception.
Seth knows how to market his books and this one is no exception. It will do well. Is this book better than the many other books on marketing? Is it unique or does it give new information? Not really.
One of the books on advertising that was a hot seller a number of years ago said that a product or service didn't have to be great to be a success. It just had to be "good enough". So who is right? Do you have to be remarkable or just good enough?
Well, you tell me. This book will make Seth some nice change. Maybe he'll go to France again on what he earns from it. Is it remarkable or just good enough? Well, it's good enough that it interested me sufficiently to buy it. It's good enough that I got a few ideas from it. But it's not remarkable enough that I'll give it five stars and suggest you run out and buy it.
Susanna K. Hutcheson
Executive Copy Director and Owner
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I have bought two copies, and given both away each time to share the message.Read more