Purple Cow

Transform Your Business by Being Remarkable

by Seth Godin

4.5(3,656 ratings)

13 min read

Brief overview

This book shows why being ordinary no longer cuts it in a sea of endless choices. It focuses on creating remarkable products and services—Purple Cows—that people can’t help but notice and share. You’ll see how to leverage originality, word of mouth, and strategic design to spark exponential growth.

Introduction

In a world where choices abound, playing it safe is akin to being invisible. Businesses that once relied on big budgets and mass advertising to grab attention now find those methods less effective. People are too busy, and the market is simply too crowded for bland offerings. Something truly striking is required.

This book draws attention to the idea of the Purple Cow—a product so unusual or fascinating that customers notice it and spread the word to others. Instead of blending in, the Purple Cow stands tall, making an indelible impression. It reshapes entire categories by doing things that few dare to try.

We’ll see why attracting the early adopters is often the spark for widespread success and how focusing on design from the outset can make any offering remarkable. Through anecdotes about donut shops, coffee giants, and more, you’ll see how achieving memorability can vault a brand beyond the realm of ‘just okay.’

Being safe kills big ideas before they even get a chance.

Why Standing Out Matters

Many companies remain stuck in the old formula: build a decent product, then market it heavily. But customers have seen it all and rarely pay attention to yet another standard pitch. Instead, they focus on what’s remarkable enough to break their routine. Like a bright purple cow in a field of normal cows, novelty is what truly rivets them.

The death of the so-called TV-industrial complex means big advertising alone no longer guarantees success. People skip or tune out ads, relying on friends, social media, and personal research when making decisions. This shift places even greater emphasis on creating something that naturally gets talked about.

When a company boldly rethinks how it does business, it can feel risky. Yet ironically, standing out—while intimidating—offers the safest path. Being unremarkable, on the other hand, means fading into the background and risking irrelevance. By daring to put forward something truly different, you attract attention and open new market possibilities.

In a crowded marketplace, fitting in is failing.

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What is Purple Cow about?

"Purple Cow: Transform Your Business by Being Remarkable" by Seth Godin delves into the essence of standing out in a crowded marketplace. Godin argues that in a world flooded with choices, businesses can no longer rely on ordinary products and traditional marketing methods to drive growth. Instead, the book underscores the urgency to create exceptional products - the proverbial "Purple Cows" - that naturally capture attention and provoke conversation. Through his insightful narrative, Godin urges businesses to foster originality, leverage word of mouth, and embrace innovative design strategies to ignite exponential growth.

This pivotal book challenges entrepreneurs and business leaders to reconsider the conventional and take calculated risks. By prioritizing remarkable innovation over tried-and-true norms, companies can signal immense value and loyalty. Godin fills the pages with inspiring anecdotes and strategic insights on utilizing design as a competitive advantage, engaging early adopters, and transforming customers into brand ambassadors. Ultimately, "Purple Cow" is a clarion call for businesses to rethink and revitalize their offerings to become truly magnetic in an ever-competitive market.

Review of Purple Cow

"Purple Cow" revolutionizes the notion of marketing with its audacious approach to product differentiation. Godin presents a compelling argument that the current landscape is overwhelmed by mediocrity, urging businesses to ingeniously craft products that inherently attract attention and inspire dialogue. One of the book’s key strengths lies in its ability to translate complex marketing principles into understandable and actionable strategies.

Godin emphasizes the importance of remarkable innovation, encouraging businesses to break away from conventional wisdom and focus on early adopters who will champion uniqueness and spread the word. The text thrives on examples that illustrate how embracing risk can reap substantial rewards, evident through initiatives like JetBlue’s unconventional product design process and Andrew Weil’s fusion of conventional and alternative medicine.

Written with accessibility and clarity, Godin’s prose resonates with professionals keen on making a significant impact. Whether you are an entrepreneur, marketer, or corporate leader, the book’s practical takeaways challenge traditional paradigms. By advocating a shift towards creativity, "Purple Cow" isn’t just a read—it’s a manual for making your business stand out. For anyone looking to navigate today’s saturated market, Godin’s work comes highly recommended.

Who should read Purple Cow?

Business Executives: Leaders responsible for guiding company strategy will find practical advice on fostering innovation and engaging early adopters.
Marketers: Professionals aiming to create buzzworthy campaigns will benefit from new perspectives on product design and organic engagement.
Entrepreneurs: Start-up founders looking for strategies to establish a unique presence in crowded markets will gain a blueprint for differentiation.
Designers: Those in product design roles can explore how thoughtful design plays a pivotal role in ensuring a product stands out.
Creatives and Innovators: Individuals passionate about innovative thinking will appreciate insights into transforming ideas into remarkable experiences.

About the author

Seth Godin is an American author, entrepreneur, and marketing expert. He has written 20 bestselling books on marketing, leadership, and business, including "Purple Cow" and "Tribes". Godin is the founder of several companies, including Yoyodyne and Squidoo, and was inducted into the Marketing Hall of Fame in 2018. He is also known for his popular blog and his work as a public speaker, sharing insights on marketing, innovation, and personal development.