Purple Cow - Seth Godin
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Transcript of Purple Cow - Seth Godin
Purple Cowtransform your business by being remarkable
Seth Godin
Why Purple Cow?
Purple Cow - Stand out from all other 'cows'that may be as good or equally excellent.
Remarkable Marketing
The art of building things worth noticing rightinto your product or service.
purple meat bits
Today, the onesure way to failis to be boring.
Old Rule: Create safe products andcombine them with great marketing.
New Rule: Create remarkable productsthat the right people seek out.
• In a crowded marketplace, fitting in is failing.
• Marketing is now built into the product itself and its attributes.
• It will not be easy raising a purple cow.
Real-World Purple Cows
bic pensjet blue airways
starbucks
replaced fountain pens
low cost; online air ticketing system
your third place
The Purple Plan1. Sell what people are buying2. Focus on the early adopters and sneezers3. Make it remarkable enough for them to payattention4. Make it easy for them to spread5. Let it work its own way to the massmarket
01:Sell what people arebuying
P U R P L E C O W - T E S T E D
▶ New marketing ideas
02:Focus on the earlyadopters and sneezers
▶ Fast Company readers love new
ideas
▶ Book is sent free with just the
reader paying $5 to cover for
postage and handling
03:Make it remarkable enoughfor them to pay attention
P U R P L E C O W - T E S T E D
▶ Books were sent in real milk
cartons!
▶Not available in Amazon and not
available for sale one at a time
04:Make it easy for them tospread
▶ Books were sold in packs of 12
for $60
05:Let it work its own way tothe mass market
P U R P L E C O W - T E S T E D
▶ Open it to the market – online,
local bookstores
▶Content/Idea should be
remarkable enough
1O WAYS
TO RAISE
A PURPLE COW
Differentiate and choose your customers.
Launch another product that competes with your own and targetinganother market
Create two teams – investors and milkers. Rotate people around.
Do something special for your loyal customers.
Remarkable is not about changing the biggest machines. It can be in theservice, price, packaging.
1O WAYS
TO RAISE
A PURPLE COW
Explore the Limits – If there’s a limit test it.
Think small and start from there.
Find things that are ‘just not done’ in your industry and then go aheadand do them.
Ask ‘Why not?’ on the things that you do not do
Simply tell the truth inside your company and to your customers.
try it be
REMARKABLE