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Publisher's Summary

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?

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

Critic Reviews

"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)

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Average Customer Ratings

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change your perspective...

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.

5 of 5 people found this review helpful

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Meh

the concept was interesting but didn't feel it really offered much to those who are involved in businesses beyond venture capitalism.

1 of 1 people found this review helpful

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Really did I just pay for this?

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?

1 of 1 people found this review helpful

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Fantastic quick read

Brilliant book for any marketer. It’s always nice to be reminded of the key messages that make our trade.

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so insightful.

love this book to bits. Seth is such an incredible thought leader. He has such an amazing way of explaining things that anyone can understand.

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Still current

I was afraid that written so many years ago this book may have been outdated. NOT SO. Some brilliant inspiration thoughts lay buried in this book.

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purple cow

yep it's the purple cow good listening helps alot but not what need it what if you need it your in multi level marketing

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Be Remarkable or compete all profits away

I enjoyed Seth's delivery. I find that having the author read their own work adds a depth to my enjoyment of the book. The message is sound, if you simply do what others do you will inevitably join the race to the bottom.

Seth dissects the problem then provides examples of companies that have found ways of being remarkable. And of companies that have not! The suggestions about how to think of ways to make your niche your own make sense. There is no magic formula, each company is different and must discover their own ways to be remarkable.

My only wish is that Seth would update the audio version of this book, or provide bonus audio dialogue as the examples are dated and the impact of social media as we know it today are not covered.

All in all Seth thankyou for this high value content. You have added value to our business.

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Good concept but no "How".

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.

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    4 out of 5 stars

Excellent

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.

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  • Derek
  • 21-12-2009

A must read for all entrepreneurs

If there is a required reading list for entrepreneurs, this book should be at the top.

11 of 11 people found this review helpful

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  • Phillip
  • 25-06-2012

!!!! Good !!!!! Should be a chapter, not book!!

Would you recommend this book to a friend? Why or why not?

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.

7 of 7 people found this review helpful

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  • Ren
  • 09-04-2010

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.

7 of 7 people found this review helpful

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  • Sunny
  • 07-05-2010

Excellent

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.

10 of 11 people found this review helpful

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  • Daryl
  • 29-12-2009

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.


9 of 11 people found this review helpful

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  • George
  • 02-08-2013

wholly unremarkable

Would you recommend this book to a friend? Why or why not?

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.

2 of 2 people found this review helpful

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  • Kristopher Ames
  • 17-09-2012

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.

4 of 5 people found this review helpful

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    4 out of 5 stars
  • jfhn
  • 25-11-2009

Kinda like the Blue Ocean

i liked the examples shown in the books which explains how the tips have been applied to reality, also clarifies that safe is risky in a way that sticks. It overfills with information at certain times but overall is good.

4 of 5 people found this review helpful

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    5 out of 5 stars
  • Matt
  • 28-08-2009

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.

9 of 12 people found this review helpful

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  • Ola Vea
  • 31-07-2012

Great book about marketing

If you could sum up Purple Cow in three words, what would they be?

Great book about marketing.

What did you like best about this story?

Make insanely great products, base your marketing on that

What does Seth Godin bring to the story that you wouldn’t experience if you just read the book?

He believes.

Was this a book you wanted to listen to all in one sitting?

Yes I did listen to it in one sitting.

1 of 1 people found this review helpful

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  • KayKay
  • 21-03-2016

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

3 of 3 people found this review helpful

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  • Michael Rice
  • 29-05-2015

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.

2 of 2 people found this review helpful

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  • JedHoll
  • 17-05-2015

Convincing arguments

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.

2 of 2 people found this review helpful

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  • Ruari
  • 05-12-2012

Purple Cow

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.

5 of 6 people found this review helpful

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  • Maisha
  • 23-06-2018

This is the Book Before Gary Vee

This is the book that clearly preceded anything written by Gary Vee! That fact makes the book a little outdated - but this takes nothing away from what is a great, simple read! Also, there are still some golden nuggets to be had from Godin’s insights! This is a good and concise read.

1 of 1 people found this review helpful

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  • Joey
  • 03-04-2015

Good ideas

Another good Set Godin book. Good examples and theories. Sometimes hard to fully accept the theory entirely

1 of 1 people found this review helpful

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  • Maureen Johnson (Kent U.K.)
  • 07-03-2015

Excellent content.

This audio book shows you how to be extraordinary and stand out from the crowd. I would definitely recommend this book.

1 of 1 people found this review helpful

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  • Music Man
  • 18-08-2015

Interesting read

I found this book useful and the ideas interesting for starting up and running my new business

2 of 3 people found this review helpful

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  • Rich
  • 20-07-2015

Interesting

Super fast and interesting listen. Definitely worth taking lessons from it and changing your strategy to be remarkable and standout

2 of 3 people found this review helpful

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  • Amazon Customer
  • 09-05-2018

good info man

sold advice, his is a good guideline to going for it. moving forward ! !