Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter (Anglais) Relié – 12 novembre 2009
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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 ten, 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 who want to help create products that are worth marketing in the first place.
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The main idea of the book is spot on. If your business is not unique, it will be invisible. Marketing an invisible business is tough.
To the critics who say the basic idea is simple and therefore not ground breaking, I agree. But Godin manages to clarify a simple, very important idea that most business owners overlook. There is an elegance to his clarity.
Godin writes books that have a single core idea. He writes in a conversational tone. His books are short and readable. By the way, all of Godin's books make great audio books because they are in his conversational voice.
There are two categories of business books. There are the big serious tomes about how somebody saved ABC Corporation from disaster and made billions in the process. And then there are books for the rest of us. Purple Cow is a "rest of us" book. Years after reading the book, I still struggle with developing my own purple cow. It isn't easy.
Add this to your library.
TV and mass media were new frontiers 50 years ago so fortunes could be made by putting a lot of money into advertising mediocre products. Today people have seen it all so they don't notice ads anymore. To be successful you need a PURPLE COW, meaning something shocking that causes people to tell their friends. Word of mouth is the BEST marketing because it is effective, economical and hard for competitors to duplicate. Most important it comes from a trusted source, your friend. THE END!
I would label this book as a "pop" marketing book. This book is to marketing like a mass-media self-help book is to psychology. If you are a business owner or solo entrepreneur don't look to this book to really help you build a market strategy. If you are looking for a nuts and bolts marketing book, this book is not it. David Bangs' "Market Planning Guide" is what you need.
This is a "fun" book: a book to put on your night stand and read a few pages before you go to sleep; a book to supplement what you already know; a book to reinforce your existing strategies. This would be a good book to read on a plane flight or on vacation while sitting around the pool drinking margaritas. It is cute enough to be entertaining while being wrapped in some thought-provoking concepts.
There is nothing "new" in this book. No comparative studies document the purple cow phenomenon. The examples seem only to illustrate the author's ability to come up with clever terms to apply to pre-existing concepts. For example the "sneezer" metaphor just presents as silly and distracting. I can't see anyone seriously discussing how to mobilize the "sneezers" in a business meeting with other executives.
But I could see a CEO asking people on the executive team read it before they go on the next company retreat. It might provide a good entrance to brain-storming before doing the next year's marketing plan.
Overall, this is a good read - a quick read - an easy read. I would recommend it to any individual responsible for marketing a concept or product -- or even trying to get the edge on their competition. The purple cow concept stuck with me weeks after reading the text -- probably because of a great introductory story. I like the purple cow.
Seth first covers how the long standing traditional marketing checklist ( the P's of marketing) is now no longer enough. This new P he states is even more important. It's the P for Purple Cow. What could be more remarkable than a purple cow? And being and finding a way to have your business be remarkable is what this book is all about. Seth's style of writing was informative while entertaining, it held my interest without being boring and full of statistics.
What I most enjoyed about the book was that it didn't say 1+1=2 (or otherwise lay out a specific strategy), but more importantly got me to really start thinking creatively, to really start thinking out of the box. A most poignant section of the book for me was "In Search of Otaku." As Seth states, "Otaku, it turns out, is at the heart of the purple Cow phenomenon." No...am not gonna spoil the surprise and explain Otaku....much better for you to discover this magical Japanese concept yourself.
Also very helpful are the numerous actual case studies of businesses who have in their own way found a Purple Cow. To me it was like experiencing one idea after another of what really works in the world of marketing and what made each business find its own remarkableness. I highly recommend this book for anyone new to marketing and are looking for new and creative ways to approach this most important aspect of your business. I got the newer edition with the bonus section...more great gems!
Purple Cow concept....perfect name, perfect vision! Have I found my purple cow yet for Divine Glo Natural Skin Care....still chewing the cudd on that one, but not a day goes by without the phrase "Purple Cow" popping up somewhere in my mind. Now that's effective marketing!!!
Owner of Divine Glo Natural Skin Care
As a nonprofit consultant, I don't always review "nonprofit" books, but I always review books from a nonprofit perspective. I look for the pearls of wisdom in business models, applicable to nonprofits, asking the question "What are the critical learning points with the most pragmatic value for nonprofits? What key takeaways are most useful to the nonprofit manager?"
The author of "Purple Cow", Seth Godin, became a marketing icon in the nineteen-nineties by developing the basis and promoting the concepts that became known as "permission-based marketing," which has become the standard of legitimate online marketers.
Its rests on the belief that a company's marketing resources are best allocated, when its asks the consumer for permission to send them promotional emails, special deals and newsletters, narrowing the audience to those truly engaged in the product - rather than bombarding a largely uninterested and irritable public with a deluge of annoying spam.
In doing so, the company can focus on selling to those clients with an expressed interest in their product or service; they can nurture those clients over the years, selling to them multiple times. They can turn them into advocates that generate even more sales. It is a more focused, efficient approach to marketing that allocates marketing resources in the most cost-effective manner.
In my opinion, his latest book, "The Purple Cow," elevates this discussion to a even more insightful and inspiring level. In business school, we were taught to ask the questions: "What are the benefits of this product? What is the value proposition...the proverbial bang for the buck?"
In the Purple Cow, Godin asks a far more challenging and compelling question: How is your product REMARKABLE? How is it OUTSTANDING? How does it attract attention and inspire conversation as a purple cow would, grazing in a herd of boring, brown ones? What about your product is so AMAZING that it generates an organic, viral interest among those consumers most likely to purchase it?
How does this approach represent the best practices of modern marketing? The profound difference of your product or service, even with a dash of comic absurdity, is a marketing virtue, in a culture of decentralized and disconnected media, where traditional advertising methods - like television advertising - continue to fail and fail again.
The point is...marketing is no longer about advertising.
The truly remarkable product - embodied in the metaphor of the purple cow - generates its own advertising. One more point? Marketing and advertising are no longer driven by marketing professionals, but by the consumers that find your product remarkable enough to promote it through social media and powerful word-of-mouth.
For nonprofit managers - the critical takeaway is this: how does your organization compel prospective donors to take an interest in your programs, because they are innovative (even fun) - new and bright and outstanding and fascinating in a sector obsessed with boring models and dubious outcomes? How do you nurture these prospects into donors and then advocates?