Purple Cow: The Transformation of You PURPLE COW BY SETH GODIN

GEORGIA HOLLAND

Transformation Begins - Agenda

Mini-Bio of Seth Godin

The New P

Why you need the Purple Cow

Rules

Ideaviruses

Why so hard to be Purple

Seth Godin Mini-Bio

Born in Mount Vernon, New York in 1960

Earned his MBA from Stanford Graduate School of Business

Started Seth Godin Industries with 20,000 in 1986

Founded Yoyodyne with Mark Hurst

Has written 17 books

Purple Cow sold over 150,000 copies

The New P – What is the Purple Cow

Brown cow = invisible

Purple cow = WOW!

The why, what, and how of remarkable!

Why You Need the Purple Cow

Bottom line?

1. Everything has been invented that we need.

2. Consumers are too busy to listen to your advertising.

3. People who are happy about something don’t tell their friends about it.

It takes the exceptional to get the attention of the niche sitters.

Rules - Marketing

You Have To Be Willing To Take RISKS!

Marketing Old:

Create Safe, Ordinary Products and Combine Them With Great Marketing.

Marketing New:

Create Remarkable Products That The Right People Seek Out.

Ideaviruses

Ideas that spread

Sneezers are the reason your product spreads

Sneezers often early adopters

A product for everyone is a product for no one

Find the people that have a niche, market to them

Why so hard to be Purple?

No one is liked by everyone

Part of being remarkable is being criticized

Two choices:

Be invisible, uncriticized, and safe or…

Take a chance to be great, unique, and have the Cow

Catch 22

Mass marketing demands mass products. And mass products beg for mass marketing.

This gives way to two things:

Boring products – everything the same

Scary Budgets – takes a lot to market

Winner in the World of Cow!

Small and midsize companies with nothing to lose by taking a risk!

Compromise?

Why should you have to compromise?

“A camel is a horse designed by a committee.”

Compromise can only diminish your chances at success!

To be remarkable it has to be too…something

Vanilla Ice Cream is Boring! Unremarkable! This is compromise!

However, Jalapeno Pecan Ice cream. That is remarkable!

Otaku

Are you obsessed or just making a living

Learn to project obsession even if you aren’t

We are designers not marketers

This is the heart of purple cow - Otaku

Sneezers you seek have the Otaku for what you’ve designed

Why Not Just Cheap?

Only remarkable item that never runs out of appeal

Lazy way out of the battle for the purple cow

Cheap is what people go to who have run out of ideas

Transformation Complete

Highlights In Purple Cow!

Be Remarkable!

Take Risks!

Have Passion!

Don’t Be Cheap Jump At Greatness!

Find the Sneezers for your Product!

Zero Compromises!

Don’t be a Brown Cow or Vanilla Ice Cream!

And Lastly,

Have No Fear!