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?• Purple Cow – Stand out from all other ‘cows’ that may be as good or equally excellent• Remarkable Marketing- The art of building thingsworth noticing right intoyour 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 theright 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 Plan1. Sell what people are buying2. 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 Ideas2. 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 – Tested3. Make it remarkable enough for them to payattention- Books were sent in real milk cartons!- Not available in Amazon and Not available for sale one at a time 4. Make it easy for them to spread - Books were sold in packs of 12 for $60
Purple Cow – Tested5. 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 Cow1. 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 Cow6. 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.