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Purple Cow: Transform Your Business by Being Remarkable

Author: Seth Godin

Top Line: Traditional marketing isn’t working anymore. The old virtuous circle of ‘buy ads – get distribution – sell product – buy ads…’ no longer pays.

The solution?

Stop advertising and start innovating.

What you need to build your brand is a remarkable product or service.

Be Remarkable

This cult book on innovation from marketing guru and bestselling author Seth Godin, has a simple message. Be remarkable. Purple Cow argues that the only way to cut the hyper-clutter of products and advertising today is to innovate something new, unique and remarkable – like a purple cow.

Godin points out that 80% of the 30 newest entrants to Interbrand’s top 100 brand list owe their success to word of mouth around what they sell rather advertising clout. Successful brands like IKEA, Starbucks, SAP, Krispy Kreme, Jet Blue, Google are all built on remarkable products that get talked about. Innovation brains, not advertising or distributional muscle is what is needed to succeed in marketing today.

‘Remarkable-ize’ your Brand

Purple Cow is an inspiring self-help book for entrepreneurial marketers who find themselves stewarding big brands where innovation is often no more than me-too copycat cloning. Godin offers practical tips to ‘remarkabalize’ your brand through innovation.

For example, by horizontally integrating innovation – getting stakeholder involvement from the board down to lead buyers – you improve the chances of getting a successful Purple Cow to market. Likewise, by making ‘being remarkable’ a Critical Success Factor for innovation, you get to screen out boring brown cows. Starting up a separate Purple Cow innovation work-stream can free you from the shackles of traditional new product development. And don’t forget to live the Be Remarkable mantra yourself, do one thing worth talking about everyday.

If Purple Cow has a weakness it is that it underestimates the underestimates the power of the Dark Side corporate conservatism. Nobody (yet) got fired for sinking money into advertising sizzle, whether or not there was a (purple) steak worth sizzling in the first place. To remedy this, a follow-up book, ‘The Big Moo’ co-written with Malcolm Gladwell, Tom Peters, and Guy Kawasaki and others, Godin outlines 33 inspiring ideas for remarkabalizing your brand.

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