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Godin - Purple Cow

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Book:
Purple Cow
Author:
Godin / Seth
Publisher:
Penguin USA, Inc.
Genre:
Books / Business
Year:
2012
Rating:
5 / 5
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Purple Cow: summary, description and annotation

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In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks and JetBlue and Apple and Dutch Boy and Hard Candy have that other companies dont? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands?

Godin showed that the traditional Ps that marketers had used for decades to get their products noticedpricing, promotion, publicity, packaging, etc.werent working anymore. Marketers were ignoring the most important P of all: the Purple Cow.

Cows, after youve seen one or two or ten, are boring. A Purple Cow, though . . . now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting . . . remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they wont ignore a Purple Cow.

You cant paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you....

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Table of Contents

In Memory of Lionel Poilane, Remarkable in Every Way.

Tastes like chicken
isnt a compliment.

Nobody laughs at
old jokes any more.

Mo Godin

You are a post-consumption consumer.
You have everything you need,
and most everything you want.
Except time.

Marketing is too important to be left to the
marketing department.

David Packard

Everything that can be invented has been invented.

Charles H. Duell, 1899,
U.S. Commissioner of Patents

Not EnoughPs

Marketers for years have talked about the five Ps of marketing. (There are more than five of them, but everyone has their favorite five.) Some of them include:

Product

Pricing

Promotion

Positioning

Publicity

Packaging

Pass-along

Permission

This is the marketing checklist: a quick way to make sure youve done your job, a way to describe how youre going to go about getting people to buy what the factory just made. If the elements are out of whack with each other (for example, pured meals that you market to senior citizens but taste like baby food), then the marketing message is blurred and ultimately ineffective.

Marketing isnt guaranteed to work, but the way things used to be, if you got all your Ps right, you were more likely than not to succeed.

Something disturbing has happened, though. The Ps just arent enough. This is a book about a new P, a P that is suddenly exceptionally important.

The NewP

The new P is Purple Cow.

When my family and I were driving through France a few years ago, we were enchanted by the hundreds of storybook cows grazing on picturesque pastures right next to the highway. For dozens of kilometers, we all gazed out the window, marveling about how beautiful everything was.

Then, within twenty minutes, we started ignoring the cows. The new cows were just like the old cows, and what once was amazing was now common. Worse than common. It was boring.

Cows, after youve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but theyre still boring.

A Purple Cow, though. Now that would be interesting. (For a while.)

The essence of the Purple Cow is that it must be remarkable. In fact, if remarkable started with a P, I could probably dispense with the cow subterfuge, but what can you do?

This book is about the why, the what, and the how of remarkable.

Boldfaced Words and Gutsy Assertions

Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. Its a Purple Cow. Boring stuff is invisible. Its a brown cow.

Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isnt remarkable, its invisible.

The TV-industrial complex was the symbiotic relationship between consumer demand, TV advertising, and ever-growing companies that were built around investments in ever-increasing marketing expenditures.

The postconsumption consumer is out of things to buy. We have what we need, we want very little, and were too busy to spend a lot of time researching something youve worked hard to create for us.

The marketing department takes a nearly finished product or service and spends money to communicate its special benefits to a target audience. This approach no longer works.

I believe weve now reached the point where we can no longer market directly to the masses. Weve created a world where most products are invisible. Over the past two decades, smart business writers have pointed out that the dynamic of marketing is changing. Marketers have read and talked about those ideas, and even used some of them, but have maintained the essence of their old marketing strategies. The traditional approaches are now obsolete, though. One hundred years of marketing thought are gone. Alternative approaches arent a noveltythey are all weve got left.

This is a book about why you need to put a Purple Cow into everything you build, why TV and mass media are no longer your secret weapons, and why the profession of marketing has been changed forever.

Stop advertising and start innovating.

Before, During, and After

Before Advertising, there was word of mouth. Products and services that could solve a problem got talked about and eventually got purchased.

The best vegetable seller at the market had a reputation, and her booth was always crowded.

During Advertising, the combination of increasing prosperity, seemingly endless consumer desire, and the power of television and mass media led to a magic formula: If you advertised directly to the consumer (every consumer), sales would go up.

A partnership with the right ad agency and the right banker meant you could drive a company to be almost as big as you could imagine.

After Advertising, were almost back where we started. But instead of products succeeding by slow and awkward word of mouth, the power of our new networks allows remarkable ideas to diffuse through segments of the population at rocket speed.

As marketers, we know the old stuff isnt working. And we know why: because as consumers, were too busy to pay attention to advertising, but were desperate to find good stuff that solves our problems.

The Greatest Thing Since Sliced Bread

In 1912, Otto Frederick Rohwedder invented sliced bread. What a great idea: a simple machine that could take a loaf of bread and ... slice it. The machine was a complete failure. This was the beginning of the advertising age, and that meant that a good product with lousy marketing had very little chance of success.

It wasnt until about twenty years laterwhen a new brand called Wonder started marketing sliced breadthat the invention caught on. It was the packaging and the advertising (builds strong bodies twelve ways) that worked, not the sheer convenience and innovation of pre-slicing bread.

Did You Notice the Revolution?

Over the past twenty years, a quiet revolution has changed the way some people think about marketing.

Tom Peters took the first whack with The Pursuit of Wow, a visionary book that described why the only products with a future were those created by passionate people. Too often, big companies are scared companies, and they work to minimize any variationincluding the good stuff that happens when people who care create something special.

Peppers and Rogers, in

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