- Hardcover: 160 pages
- Publisher: Portfolio (May 2003)
- Language: English
- ISBN-10: 159184021X
- ISBN-13: 978-1591840213
- Product Dimensions: 13.4 x 1.9 x 18.8 cm
- Average Customer Review: 94 customer reviews
- Amazon Bestsellers Rank: 260,384 in Books (See Top 100 in Books)
Purple Cow: Transform Your Business by Being Remarkable Hardcover – 1 May 2003
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Top customer reviews
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.
“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.
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!
In some respects, a whole book isn't necessary, but the book itself was necessary to highlight the importance of being outstanding. Whether you're in business, or just wanting to do something better, this is a great read. He does many talks on the internet, like the free TED Talks, so if you watch those, you might not need this. It's still excellent though. A purple cow of a book! Seriously impressive.
Seth Godin is one of the smartest marketing thinkers around and one of the most influential. His previous books (Permission Marketing, Idea Virus and Big Red Fez) have all caused waves through the marketing world and they are all a good read too.
His new one, Purple Cow, is no less challenging. And no less enjoyable. Based on the premise that the standard five Ps of marketing are no longer sufficient, Godin adds a new one - Purple Cow. Basically if your product isn't remarkable - as a purple cow is - you're going to have a big problem getting consumers to notice it. Simplistic as it sounds, Godin
backs up this idea with some smart thinking and lots of great examples.
Enjoyable it may be, but this is not a comfortable read as he believes that advertising (in the way we know it now) is basically dead. But there is an exciting role left to marketers; to make a big difference to their company by helping create products and services that are worth marketing in the first place.
He says "...you must develop products, services and techniques that the market will actually seek out"
If you're interested in where marketing is going, it's a must read.
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Most recent customer reviews
Succinct and to the point
Worth the read
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