Purple CowTransform Your Business by Being Remarkable

By: Seth Godin

Special Report by: Lea Olegario

The Author and the Book

• Author: Seth Godin- Bestselling author,

entrepreneur, Public speaker

• It is all about making a difference in your business by creating and spreading remarkable products and ideas

Why Purple Cow?

• The Old Brown Cow

Why Purple Cow?

• Purple Cow – Stand out from all other ‘cows’ that may be as good or equally excellent

• Remarkable Marketing- The art of building things worth noticing right into your product or service

Purple Meat Bits

• Today, the one sure way to fail is to be boring.• Old Rule: Create safe products and combine them

with great marketing. New Rule: Create remarkable products that the right people seek out.• In a crowded marketplace, fitting in is failing.• Marketing is now built into the product itself and its

attributes.• It will not be easy raising a purple cow.

Real-World Purple Cows

• Bic Pens- Replaced fountain pens

• JetBlue Airways - low-cost; online ticketing system

• Starbucks- Your third place

The Purple Plan

1. Sell what people are buying 2. Focus on the early adopters and sneezers3. Make it remarkable enough for them to pay

attention4. Make it easy for them to spread5. Let it work its own way to the mass market

Purple Cow - Tested

1. Sell what people are buying - New Marketing Ideas

2. Focus on the early adopters and sneezers- Fast Company readers love new ideas- Book is sent free with just the reader paying $5 to

cover for postage and handling

Purple Cow – Tested

3. Make it remarkable enough for them to pay attention- Books were sent in real milk cartons!- Not available in Amazon and Not available for sale

one at a time4. Make it easy for them to spread- Books were sold in packs of 12

for $60

Purple Cow – Tested

5. Let it work its own way to the mass market- Open it to the market – online, local

bookstores- Content/Idea should be remarkable enough

10 Ways to Raise a Purple Cow

1. Differentiate and choose your customers.2. Launch another product that competes with

your own and targeting another market3. Create two teams – investors and milkers.

Rotate people around.4. Do something special for your loyal customers.5. Remarkable is not about changing the biggest

machines. It can be in the service, price, packaging.

10 Ways to Raise a Purple Cow

6. Explore the Limits – If there’s a limit test it.7. Think small and start from there.8. Find things that are ‘just not done’ in your

industry and then go ahead and do them.9. Ask ‘Why not?’ on the things that you do not

do10. Simply tell the truth inside your company

and to your customers.

Try it,Be

Remarkable!

References

1. http://www.sethgodin.com/purple/chapter.html

2. http://dn9lu4lqda9r4.cloudfront.net/booksummaries/Book_Summary_Purple_Cow.pdf