Face it, the checklist of tired P's marketers have used for decades to get their product noticed - Pricing, Promotion, Publicity, to name a few -aren't working anymore. There's an exceptionally important P that has to be added to the list. It's Purple Cow. Cows, after you've seen one, or two, or 10, are boring. A Purple Cow, though...now that would be something.
Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. Every day, consumers come face to face with a lot of boring stuff - a lot of brown cows - but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.
In Purple Cow, 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 marketers.
©2002 Do You Zoom Inc.; (P)2009 Gildan Media Corp
"Take Leo Burnett,David Oglivy, Bill Bernbach and Mark Twain. Combine their brains and shave their heads. What's left? Seth Godin." (Jay Levinson, author of Guerrilla Marketing)
"Godin's style is punchy and irreverent, using short, sharp messages to drive his points home. ....[H]is wide-ranging advice - be outrageous, tell the truth, test the limits and never settle for just 'very good' - is solid and timely." (Publishers Weekly)
I listened to the entirety of purple cow in one sitting while at a cafe near my home, that happened to be a few doors away from a (very) popular restaurant chain. I watched people with wonder scurry in and out like ants in an ant hive, and silently asked myself why it was so popular. Little did I know that Godin was quickly changing my perception of what an incredible business was while I watched. I had finished listening to the book by noon, and had so far counted on average about 10 people per minute (!) entering the restaurant, either entering by car or on foot. What better way is there to experience the power of a remarkable business than to observe the attraction of the successful restaurant chain such as this one, that demonstrated the power of branding?
Once I had finished Purple Cow I walked the short distance home, and to my surprise I found myself observing every single shopfront with curiosity, asking myself how that business, that machine, behind the shopfront could be different, how it could challenge the norm, and how it too could be remarkable.
What this book does is distinguish very clearly for you what is and what is not a remarkable business, and what you can do to create one in today's environment.
Seth Godin covers topics ranging from the history of the televisual industrial movement, that saw advertisers competing for sales through mainstream television or radio commercial advertisements, to a newer method of targeting and attracting customers by catering to percieved wants that have been expressed by the consumers themselves. In Godin's world, every item that a person perceives as being needed to be bought has already been created. It is now up to the entrepreneurs of the present and future to create items that fulfill a percieved want in a select group of people who lead others to purchase the product or service.
Truly unremarkable where is the value here? Nothing new and very short. It should be discounted or free. It is just someone's ranting on what they think without structure or evidence of anything. Why do people rate this so highly?
Its a good idea and good examples used. It doesnt really get into any detail of how to be remarkable, no process, no steps. Its basically saying... be remarkable. Thats like me saying... Be an inpirational leader because its a good thing to do, but not saying how to become one. Still a good book, but could have been a lot better.
Very informative, well written, and plenty of examples of this concept at work in the real world. I like that he highlights the necessity of this thinking over traditional advertising - being remarkable, and letting the product speak for itself, rather than being simply good, and then advertising. The only very minor criticism is that it is very short, and I was hoping he would give a little more practical application. But it is very much worth reading, and then using these concepts to brainstorm in your own life.
"A must read for all entrepreneurs"
If there is a required reading list for entrepreneurs, this book should be at the top.
I found this book so informative and interesting, that I listened to it twice. It is easy to listen to, and full of insight. I highly recommend this book to anyone in any line of work, especially small business owners.
"!!!! Good !!!!! Should be a chapter, not book!!"
I would and have recommended to friends, only because I agree with the concept; the delivery was long winded way of saying 'make your products unique' so that your talked about and remembered.
"Classic Seth Godin"
I've become a big fan of Seth Godin in recent months, and this audiobook didn't disappoint. The Purple Cow is the truly unique and remarkable product, service, benefit or feature that can make your brand stand apart from the countless boring - and floundering - brands out there.
Godin's very good at weaving together his advice, anecdotes and theories, and I came away from Purple Cow feeling newly energized with creative and innovative ideas. The man himself is a living demonstration of the power of creative brand-building, and I hope his ideas keep flowing freely for a long time yet.
"Possibly Seth's best work to date"
I am a big fan of Seth Godin. I am on Tribes on Ning, I have interviewed him in my blog, and I read most things he posts or publishes.
And for me, this is probably his best work to date. The entire concept of the purple cow is simple - be remarkable. But as always he supports this with many layers of examples, tactics and case studies.
I am a consultant and for me this book has helped a heck of a lot.
"Delightful, Engaging and Insightful"
I love this guy's work. It's not just that he's a marketing visionary - he's a brilliant communicator too.
I'm amazed at how well the book works in the audio medium. It's almost as if he wrote it with audio in mind.
Strongly recommended. Very, very useful if you have your own business.
Not really, it just seemed like the really interesting point to this book is that the title is a Purple cow, after that, not too much that stands out.
"Long, Boring and Dated"
I was having a hard time just staying awake during this audiobook. While 3 hours doesn't seem like a long book, the information here could have been provided in less than 20 minutes.
"A quick review for a quick book..."
The value of the The Purple Cow is entirely in its premise: you need an outstanding product or service or not only will you not sell anything, but you will be ignored.
Another reviewer succinctly warned that the book was all repetition and not to bother with a purchase. Well, I like to think for myself and often take reviews lightly as sometimes reviewers have agendas that aren't apparent. My loss.
Seth probably wrote the whole concept with all branches in a page of single spaced 10 pitch font. His discussion, I think, is intended to make him look like he is a Purple Cow. I had the audio speed at 1.25 but should have bumped it up higher. I would have lost nothing.
Sorry Seth, but shallow sells as well as boring. Your next book will be hard to pick out in the vast Audible library.
""Fluffy" overview of more substantive books"
This is a rather fluffy overview of several more substantive books (Geoff Moore's Crossing the Chasm and Malcolm Gladwell's Tipping Point) that uses cutesy names (ideavirus and purple cows) to describe phenomena that are already well documented in well researched and supported books. When the books does try to move into original areas the concepts tend to be very general and at times even wrong if you are familiar with the research.
I was looking for more original thinking and advice on practical ways to apply the concepts discussed in the books.
Gladwell's new book.
The actual reading of the book was fine.
Remove the cutesy names for things and add some substance. Turn this book into one chapter of a more substantive book.
This book is as very easy listen and will give you a basic introduction to the concepts covered. If you don't have time to read the more substantive books, this one isn't a terrible overview.
"It says it all on the cover..."
Then spends the rest of the book repeating it. I didn't hate the book, I wanted to hear it based on its hype. You can't argue the importance of being 'remarkable' in business but the message is superficial and everything I got from this I could have gotten from a quote poster. This is better if you already have a formed business idea. Loads of sound bites, not the greatest amount of substance
I found this book useful and the ideas interesting for starting up and running my new business
Super fast and interesting listen. Definitely worth taking lessons from it and changing your strategy to be remarkable and standout
"Stimulating and brilliantly read by the author!"
I love it when the author narrates his own book, bonus Seth! Good listen, especially when driven but felt it could be condensed. I got the point quickly! Good point, well made, just a bit repetitive towards the end.
In this book the author makes a compelling case for being outstanding or exceptional. While this might seem obvious he does put a different spin on it and he links it to how it will help you market your business. I enjoyed the book and it made me think.
The title initially made me dubious but I was sold by what the book was offering. This book is a MUST HAVE for every small business and larger businesses could also learn from this. The best read I have had in years and every sentence has had me thinking, reviewing and processing my own business. I wish I had found this book a few years back. Hoping Seth has more for us to learn from. Thank you.
Another good Set Godin book. Good examples and theories. Sometimes hard to fully accept the theory entirely
This audio book shows you how to be extraordinary and stand out from the crowd. I would definitely recommend this book.
"Light on content"
The book could be summarised in 5 sentences and would lose almost none of its value. The extra content adds little.
This book was from back in 2005, although there are some pearls of wisdom within, things have moved on... a lot!
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