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Purple Cow: Transform Your Business by Being Remarkable
 
 

Purple Cow: Transform Your Business by Being Remarkable [Kindle Edition]

Seth Godin
4.1 out of 5 stars  See all reviews (55 customer reviews)

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Product Description

Product Description

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.



What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow.



Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.

Synopsis

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow. "Purple Cow" describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.

Product details


More About the Author

Seth Godin is the author of Tribes, The Dip, Purple Cow, All Marketers Are Liars and other international bestsellers that have changed the way business people think and act. He's the most influential business blogger in the world and consistently one of the twenty-five most widely read bloggers in the English language. He's also the founder and CEO of Squidoo.com and a very popular speaker. He lives in Westchester, New York.

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Customer Reviews

Most Helpful Customer Reviews
239 of 254 people found the following review helpful
2.0 out of 5 stars A Brief Essay Stretched into a Short Book 4 Jun 2004
By Donald Mitchell HALL OF FAME TOP 500 REVIEWER VINE VOICE
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.
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4 of 4 people found the following review helpful
5.0 out of 5 stars Don't miss the 'point' of this book 10 Mar 2010
Format:Paperback
The key to successful marketing is not following someone else's step by step guide on how to be successful as everybody is doing the same. What this book does is inspire you to think about your own ideas on how you and your business can be remarkable.

People who think that you shouldn't buy this book because there is nothing new about it are wrong. They are missing the whole point of it, the book is not meant to show you what to do it in a pretty little marketing by numbers kind of way. The point is to help you use the most powerful marketing tool available to you.... your brain, your own creativity, your passion and your ability to inspire and be inspired!

I have had the book for years and I have read it a few times. What's the reason I have only written the review now.... I have just read it again and found it applies as much in 2010 as it did in 2005... possibly more so!

Saying that it won't be for everybody. You need to have an open and creative mind, have a passion about your business and want to stand out from crowd!

Lee Woodford
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2 of 2 people found the following review helpful
Format:Paperback
There is a small, nay large, industry that makes claims like:

“consumer behaviour has changed radically”
“marketing doesn’t work anymore”

And yet then presents nothing more than a repackaging of the orthodoxy.

For example, Seth Godin’s “Purple Cow” says that marketing is “broken”, that advertising could once turn a sow’s ear into a silk purse but has lost its effectiveness due to clutter and ad avoidance. This is spite of research that shows advertising continues to perform as well as ever (1) (2) (3).

So says Seth, companies need to adopt his radical new marketing strategy which is…wait for it…. to produce remarkable products and market them in remarkable ways. Wow. I don’t remember my old Uni textbooks saying anything like this, they only used words like “great” not “remarkable”. What a step forward in thinking.

Seth’s a great story teller but it is a sad reflection on our discipline that these best sellers are so shallow.

Professor Byron Sharp. July 2011

(1) Jamhouri, O., & Winiarz, M. (2009) “The enduring influence of TV advertising and communications clout patterns in the global marketplace”, Journal of Advertising Research, 49(2), 227-235.

(2) Rubinson, J. (2009) “Empirical evidence of TV advertising effectiveness”, Journal of Advertising Research, 49(2), 220-226.

(3) Hammer, P., Riebe, E., & Kennedy, R. (2009) “How clutter affects advertising effectiveness”, Journal of Advertising Research, 49(2), 159-163.
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3 of 3 people found the following review helpful
3.0 out of 5 stars A Marketing Classic 10 April 2010
Format:Paperback|Verified Purchase
This is the classic book on marketing for the 21st Century. Though I can save you the cash and tell you what it's about right now:

BE REMARKABLE.
Do normal things extraordinarily well.
Don't be Good, be Great.

How you do this and outside of the ambit of this book - but it probably involves common sense and understand your customer.

If you have the cash and want to read it - by all means do. But if you're read Seth's other stuff, you've already got the idea of this.
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58 of 66 people found the following review helpful
4.0 out of 5 stars Dissent and Debate 4 Feb 2004
Format:Hardcover
Purple Cow is a very tightly-written, well-paced, enjoyable and thought provoking read. While it develops the ideas introduced in the author's earlier works, Ideavirus and Permission Marketing, it is perfectly readable from scratch. And, even though I dislike Godin's unceasing rubbishing of all other approaches to marketing in defence of his own, I do recommend you read it. Let's be honest, there's so little dissent and debate about the really important questions in marketing, it's easy to forgive the few dissenters for being extremists. Working in this business is a bit like visiting Zurich; the place is so conformist, after a few days you start looking approvingly at the drug addicts and hippies - anything for a bit of variety.
Anyhow, Godin's big thesis is that, for any new product to be successful, it must be intrinsically interesting, like the purple cow of the title, and cannot rely on subsequent marketing efforts to lend it a certain false notability. Even then, for a product merely to be interesting is not enough on its own: it must gain the attention of a particular group of innovators - those who are not merely open to adopting new ideas and products but those who also go on actively to evangelise them among the rest of the population, thereby seeding them among the early majority. Because of this adoption path, Godin avers, mass advertising can actually be counterproductive, as it effectively does the word-of-mouth brigade out of a job. And the innovators in any market, who like to discover products for themselves, are instantly turned off anything that is touted indiscriminately in the mass media.
I think he is generally right on most of this.
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Most Recent Customer Reviews
2.0 out of 5 stars more of a compendium than a single piece
I found the book to be more a useful compendium of marketing suggestions, though found the case study snippets quite though provoking on occasion. Read more
Published 9 days ago by dee
5.0 out of 5 stars Purple Cow good read
I loved this book, it was recommended to me and is a good read to think about starting a new business.
Published 9 days ago by Grandma Trish
5.0 out of 5 stars Common sense, which is rarely common.
The book is nothing more than common sense, problem is, that is rarely common. It is a book that should be reread over time.
Published 19 days ago by MICHAEL DESMOND
3.0 out of 5 stars Straight to the point
"Purple Cow" can be read in one sitting, it's that short and that fast paced. Sometimes I felt it was too short though, especially during case studies and examples, where... Read more
Published 1 month ago by John Dee
5.0 out of 5 stars Great
Great.
Published 1 month ago by muhammed ali rahbari
4.0 out of 5 stars next step b2b
Interesting book. Follow up on b2b/ govt. would be great, thinking about how to apply some of the key points.
Published 2 months ago by gwyn
2.0 out of 5 stars Would not recommend.
Massively over rated in my opinion, didnt enjoy it at all.
Published 3 months ago by Shaun
5.0 out of 5 stars Five Stars
Bought as a gift from a wish list
Published 3 months ago by Oldgirl
4.0 out of 5 stars Four Stars
Good product
Published 3 months ago by andrea
5.0 out of 5 stars ... with another marketing book that’s packed full of enough good...
Seth Godin is back again with another marketing book that’s packed full of enough good advice to blow your mind – here, he expands upon the idea that the old ways of marketing are... Read more
Published 4 months ago by SocialBookshelves.com
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