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Purple Cow

Transform Your Business by Being Remarkable
Autor: Seth Godin
Sprecher: Seth Godin
Spieldauer: 2 Std. und 58 Min.
4.5 out of 5 stars (55 Bewertungen)

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Inhaltsangabe

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?

Face it, the checklist of tired P's marketers have used for decades to get their product noticed - Pricing, Promotion, Publicity, to name a few -aren't working anymore. There's an exceptionally important P that has to be added to the list. It's Purple Cow. Cows, after you've seen one, or two, or 10, are boring. A Purple Cow, though...now that would be something.

Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. Every day, consumers come face to face with a lot of boring stuff - a lot of brown cows - but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers.

©2002 Do You Zoom Inc. (P)2009 Gildan Media Corp

Kritikerstimmen

"Take Leo Burnett,David Oglivy, Bill Bernbach and Mark Twain. Combine their brains and shave their heads. What's left? Seth Godin." (Jay Levinson, author of Guerrilla Marketing)
"Godin's style is punchy and irreverent, using short, sharp messages to drive his points home. ....[H]is wide-ranging advice - be outrageous, tell the truth, test the limits and never settle for just 'very good' - is solid and timely." ( Publishers Weekly)

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  • Gesamt
    3 out of 5 stars
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Too long, too expencive

Here is the whole book in two sentences:
Be remarkable (your product, your message, your business etc) because remarkable ceases attention.
Aim your product and marketing at the early adopters not the large masses.
The rest of the book is repeating these two notions with various example stories.
The book is ok'ish, the message makes sense, the narrator does a good job and the book is an easy listen, but it could have been done MUCH shorter and should cost only half a credit - and it would still be as effective, maybe even more so.

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Remarkable !

Seth is a great writer, thinker and speaker. I am consuming his content for years with great interest and pleasure.

This particular book gives a fresh look on marketing in a noisy world, where most customer needs are fulfilt and brands playing it safe rather than innovating (both product and marketing). Purple Cow is a methaphor for building a great product/service that stands out and accordingly for finding better ways to reach out to your customers.

Seth gives plenty of real world examples to make his arguments click in your mind. His style of writing/talking is inspiring and sparks curiosity.

Must read for those who doing marketing professionally, who want their own business succeed in a competitive enviroment and for all others who are interested in marketing and entrepreneurship.