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The cult classic that revolutionized marketing by teaching businesses that you’re either remarkable or invisible.
Few authors have had the kind of lasting impact and global reach that Seth Godin has had. In a series of now-classic books that have been translated into 36 languages and reached millions of readers around the world, he has taught generations of readers how to make remarkable products and spread powerful ideas.
In Purple Cow, first published in 2003 and revised and expanded in 2009, Godin launched a movement to make truly remarkable products that are worth marketing in the first place. Through stories about companies like Starbucks, JetBlue, Krispy Kreme, and Apple, coupled with his signature provocative style, he inspires readers to rethink what their marketing is really saying about their product. In a world that grows noisier by the day, Godin's challenge has never been more relevant to writers, marketers, advertisers, entrepreneurs, makers, product managers, and anyone else who has something to share with the world.
- Sales Rank: #11309 in Books
- Published on: 2009-11-12
- Released on: 2009-11-12
- Original language: English
- Number of items: 1
- Dimensions: 7.30" h x .75" w x 5.25" l, .60 pounds
- Binding: Hardcover
- 224 pages
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.
Review
“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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
The Remarkable Purple Cow Strategy for Improving Your Business
By N. L. Brumbaugh
A PURPLE cow stands out no matter how you look at it. Now that is being remarkable. The challenge in today’s overcrowded marketplace is to STAND OUT and become VISIBLE rather than to remain invisible in a market with a multiplicity of similar items from which to choose. To become remarkable means the entrepreneur or enterprise must do something which is, in some way, well, REMARKABLE. The product the business or entrepreneur offers to the world must be packaged through an inventive strategy designed to set their product out in the forefront ahead of the competition. According to Godin, purple cow innovation is more than cutting edge...It’s more than mass advertising...It’s more than a recognizable household name...It’s more than tried and true. Instead, It. Is. Original. Purple cow is offering an item in an inventive, new way. It’s unusual...It’s consistent...It’s fun!..It’s something-you-must-have-because-it-meets-a-need and is absolutely dependable.
Although having a good idea or a useful product is great, most likely, in today’s market that is not enough without the stand-out-from-the-crowd purple cow. The product will remain invisible to the buyer and relatively unknown to the masses. This means businesses must leverage risk by developing something remarkable in order to become visible.
For writers, like me, this is important. What good is a writing that is never noticed and never read? Word of mouth matters, too. I read Purple Cow because another author remarked that it changed his outlook and, in the process, changed his life. I guess what purple cow thinking says is this; what boring is to marketing, conducting business-as-usual is to stale and stagnate–and that, is, well, unremarkable. Why not be remarkable instead?
94 of 102 people found the following review helpful.
Must Do, Step 1, for ANY Business
By Chris Reich
There seem to be two camps reviewing this book. One say that is brilliant and their favorite book of all time. The other says the book is shallow and void of original ideas. Both are right...and wrong.
The main idea of the book is spot on. If your business is not unique, it will be invisible. Marketing an invisible business is tough.
To the critics who say the basic idea is simple and therefore not ground breaking, I agree. But Godin manages to clarify a simple, very important idea that most business owners overlook. There is an elegance to his clarity.
Godin writes books that have a single core idea. He writes in a conversational tone. His books are short and readable. By the way, all of Godin's books make great audio books because they are in his conversational voice.
There are two categories of business books. There are the big serious tomes about how somebody saved ABC Corporation from disaster and made billions in the process. And then there are books for the rest of us. Purple Cow is a "rest of us" book. Years after reading the book, I still struggle with developing my own purple cow. It isn't easy.
Add this to your library.
Chris Reich
Business Consultant
2 of 2 people found the following review helpful.
Great book but buy the old version!
By LGS
This is a great book, but don't be fooled thinking you need to purchase the "new edition" with the "bonus chapter". The bonus chapter is just a bunch of people who wrote in about their favorite store/coffeeshop/place to hang out. The stories are poorly written and add no value. Buy the book - but buy the bargain ones without the bonus chapter.
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