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Purple Cow
Transform Your Business by Being Remarkable
About the Author
Author: Seth Godin Publisher: Portfolio Date of Publication: May 2003 ISBN: 159184021X Number of Pages: 160 pages
The Big Idea
Seth Godin
Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of five books that have been bestsellers around the world and changed the way people thinkabout marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list. His latest book, Purple Cow, was a New York Times and Wall Street Journal bestseller. It's all about how companies can transformthemselves by becoming remarkable. Seth is a renowned speaker as well. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses. Seth was founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998. He holds an MBA fromStanford, and was called "the Ultimate Entrepreneur for the information Age" by Business Week
How do ideas spread? Why do some charities, movies, architects, politicians, potato chips and cars succeed, while others (just as good, apparently) fade away? Purple Cow is a book about how challenging it is to get your ideas to spread and how you can do it successfully. This article is an idea that Ihope will spread. After you read it (if you like it!) go ahead and forward it to anyone you think might benefit from the lessons here. It's small enough to just email it to someone. Or post it, print it… I don't care, so long as it spreads!
Key Ideas
When was the last time you noticed a cow? Saw a cow on the side of the road, pulled over and gawked… Not likely. Cows, after you've seen them for awhile, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out. The essence of the Purple Cow– the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows-is that it would be remarkable. Something remarkable is worth talking about, worth payingattention to. Boring stuff quickly becomes invisible.
Published by BusinessSummaries, Building 3005 Unit 258, 4440 NW 73rd Ave, Miami, Florida 33166 ©2003 BusinessSummaries All rights reserved. No part of this summary may be reproduced or transmitted in any form or by any means, electronic, photocopying, or otherwise, without prior notice of BusinessSummaries.com
Purple Cow by Seth Godin
Theworld is full of boring stuff--brown cows– which is why so few people pay attention. Remarkable marketing is the art of building things worth noticing right into your product or service. Not just slapping on the marketing function as a last-minute add-on, but also understanding from the outset that if your offering itself isn't remarkable, then it's invisible–no matter how much you spend onwell-crafted advertising. This is an essay about what it takes to create and sell something remarkable. It is a manifesto for anyone who wants to make a difference at their organization by helping create products and services that are worth spreading in the first place. Go ahead and be original, because it's the people passion, guts, and daring that will win. Not just because going through life withpassion and guts beats the alternative (which it does), but also because it's the only way to be successful. Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable. Marketing makes no sense. I mean, it appears that there are no rules that always work. What could the Four Seasons and Motel 6 possibly have in common? Other than the fact that both companies have...
Transform Your Business by Being Remarkable
About the Author
Author: Seth Godin Publisher: Portfolio Date of Publication: May 2003 ISBN: 159184021X Number of Pages: 160 pages
The Big Idea
Seth Godin
Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of five books that have been bestsellers around the world and changed the way people thinkabout marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list. His latest book, Purple Cow, was a New York Times and Wall Street Journal bestseller. It's all about how companies can transformthemselves by becoming remarkable. Seth is a renowned speaker as well. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses. Seth was founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998. He holds an MBA fromStanford, and was called "the Ultimate Entrepreneur for the information Age" by Business Week
How do ideas spread? Why do some charities, movies, architects, politicians, potato chips and cars succeed, while others (just as good, apparently) fade away? Purple Cow is a book about how challenging it is to get your ideas to spread and how you can do it successfully. This article is an idea that Ihope will spread. After you read it (if you like it!) go ahead and forward it to anyone you think might benefit from the lessons here. It's small enough to just email it to someone. Or post it, print it… I don't care, so long as it spreads!
Key Ideas
When was the last time you noticed a cow? Saw a cow on the side of the road, pulled over and gawked… Not likely. Cows, after you've seen them for awhile, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out. The essence of the Purple Cow– the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows-is that it would be remarkable. Something remarkable is worth talking about, worth payingattention to. Boring stuff quickly becomes invisible.
Published by BusinessSummaries, Building 3005 Unit 258, 4440 NW 73rd Ave, Miami, Florida 33166 ©2003 BusinessSummaries All rights reserved. No part of this summary may be reproduced or transmitted in any form or by any means, electronic, photocopying, or otherwise, without prior notice of BusinessSummaries.com
Purple Cow by Seth Godin
Theworld is full of boring stuff--brown cows– which is why so few people pay attention. Remarkable marketing is the art of building things worth noticing right into your product or service. Not just slapping on the marketing function as a last-minute add-on, but also understanding from the outset that if your offering itself isn't remarkable, then it's invisible–no matter how much you spend onwell-crafted advertising. This is an essay about what it takes to create and sell something remarkable. It is a manifesto for anyone who wants to make a difference at their organization by helping create products and services that are worth spreading in the first place. Go ahead and be original, because it's the people passion, guts, and daring that will win. Not just because going through life withpassion and guts beats the alternative (which it does), but also because it's the only way to be successful. Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable. Marketing makes no sense. I mean, it appears that there are no rules that always work. What could the Four Seasons and Motel 6 possibly have in common? Other than the fact that both companies have...
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