Transform Your Business by Being Remarkable. A lesson by best-selling author Seth Godin.
"Purple Cow: Transform Your Business by Being Remarkable" is a marketing book by Seth Godin, first published in 2003. The book presents a transformative and novel perspective on advertising and business strategy in the contemporary marketplace.Godin argues that traditional forms of advertising have become less effective due to the inundation of marketing messages consumers face daily. In this context, he proposes the "Purple Cow" theory - the idea that businesses should aim to be so unique and remarkable that they stand out just like a "purple cow" would in a field of typical black and white cows.
The primary premise of the book is that simply being 'very good' is no longer enough in today's fiercely competitive business environment. To truly succeed, a product, service, or idea needs to be remarkable, memorable, and worth talking about - just like a purple cow. The goal is to create something so innovative that consumers cannot help but notice and share it. Godin emphasizes that the creation of the "Purple Cow" should be an intrinsic part of the product itself and not merely a marketing strategy. He encourages businesses to target a niche audience (early adopters) who are more likely to try and share remarkable products. He refers to these early adopters as "sneezers" who spread the word about a product like a virus, creating a powerful word-of-mouth marketing effect. "Purple Cow" has had a significant influence on modern marketing theory, with its principles widely adopted by businesses seeking to create products and services that stand out in an oversaturated market. Its key message is that to be successful, businesses must be bold, innovative, and remarkable, rather than simply fitting into the industry norms.