Purple Cow - Seth Godin

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Purple Cow transform your business by being remarkable Seth Godin

Transcript of Purple Cow - Seth Godin

Page 1: Purple Cow - Seth Godin

Purple Cowtransform your business by being remarkable

Seth Godin

Page 2: Purple Cow - 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.

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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.

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Real-World Purple Cows

bic pensjet blue airways

starbucks

replaced fountain pens

low cost; online air ticketing system

your third place

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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

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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

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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

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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

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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.

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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.

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try it be

REMARKABLE