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Seth Godin figured out how to get way over to the edge of both service and pricing – with a business that was also profitable. Archie McPhee did it in retail with their product selection. Starbucks determined how to redefine what a cup of coffee meant (in a way very different from the way JetBlue delivered their innovation). It’s not the tactics or the plan that joins the Purple Cow products together. It’s the process organizations use to discover (intentionally or accidentally) the fringes that make their products remarkable. 86
Purple Cow The Power of a Slogan Slogans used to be important because you could put them in TV commercials and get your message across in just a few seconds. Today, that same conciseness is important but for a different reason. A slogan that accurately conveys the essence of your Purple Cow is a script. A script for the sneezer to use when she talks with her friends. The slogan reminds the user, “Here’s why it’s worth recommending us; here’s why your friends and colleagues will be glad you told them about us.” And best of all, the script guarantees that the word of mouth is passed on properly – that the prospect is coming to you for the right reason. Tiffany’s blue box is a slogan without words. It stands for elegance and packaging and quality and “price is no object.” Every time someone gives a gift in the Tiffany’s box, she’s spreading the word. Just like the Hooters name and logo or the funky hipness of Apple’s industrial design, each company has managed to position itself in a coherent way and make it easy to spread the word to others. The Leaning Tower of Pisa sees millions of visitors every year. It’s exactly as advertised. It’s a leaning tower. There’s nothing to complicate the message. There’s no “also,” “and,” or “plus.” It’s just the leaning tower in the middle of a lawn. Put a picture on a T-shirt, and the message is easily sent and received. The purity of the message makes it even more remarkable. It’s easy to tell someone about the Leaning Tower. Much harder to tell them about the Pantheon in Rome. So, even though the Pantheon is beautiful, breathtaking, and important, it sees 1 percent of the crowds that the harder-to-get-to Tower in Pisa gets. Every one of these examples highlights the fact that this is not marketing done to a product. The marketing is the 87
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Purple Cow Transform Your Business
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This is a work of fiction. Names, c
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Contents NOT ENOUGH Ps 1 THE NEW P
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Contents IN SEARCH OF OTAKU 79 CASE
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“Tastes like chicken” isn’t a
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Seth Godin Marketing isn’t guaran
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Seth Godin This is a book about why
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Seth Godin In Crossing the Chasm, G
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Seth Godin Why You Need the Purple
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Seth Godin already solved their yog
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Seth Godin ignite in markets that a
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Seth Godin As the brand was built,
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Seth Godin TV commercials are the m
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Seth Godin Consider the Beetle The
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Seth Godin What Works One way to fi
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Seth Godin Here’s the entire text
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Seth Godin The Will and the Way I d
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Seth Godin Is there a significant r
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Seth Godin Getting In Only the risk
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Seth Godin No one is going to eager
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Seth Godin sell. The early adopters
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Seth Godin often). This is worth hi
Page 50 and 51: Seth Godin ad was appropriate for t
Page 52 and 53: Seth Godin Cheating • JetBlue Air
Page 54 and 55: Seth Godin keters can’t buy enoug
Page 56 and 57: Seth Godin The Law of Large Numbers
Page 58 and 59: Seth Godin Case Study: Chip Conley
Page 60 and 61: Seth Godin In a crowded marketplace
Page 62 and 63: Seth Godin justly criticized for be
Page 64 and 65: Seth Godin The lesson is simple - b
Page 66 and 67: Seth Godin This is true not just fo
Page 68 and 69: Seth Godin of Aeron chairs have bee
Page 70 and 71: Seth Godin By targeting the center
Page 72 and 73: Seth Godin Case Study: The Best Bak
Page 74 and 75: Seth Godin What could you measure
Page 76 and 77: Seth Godin Case Study: A New Kind o
Page 78 and 79: Seth Godin allowed them to grow to
Page 80 and 81: Seth Godin Wall Street and the Cow
Page 82 and 83: Seth Godin The Pearl in the Bottle
Page 84 and 85: The Parody Paradox Seth Godin J. Pe
Page 86 and 87: Seth Godin Seventy-two Pearl Jam Al
Page 88 and 89: Case Study: Curad Seth Godin When C
Page 90 and 91: Seth Godin What would happen if yo
Page 92 and 93: Seth Godin your customers, the more
Page 94 and 95: Seth Godin Boiling Lake, Satan’s
Page 96 and 97: Seth Godin Where does your product
Page 98 and 99: Seth Godin opened their flagship st
Page 102 and 103: Seth Godin product, and vice versa.
Page 104 and 105: Seth Godin Sell What People Are Buy
Page 106 and 107: Seth Godin The Problem with Comprom
Page 108 and 109: Seth Godin The Magic Cycle of the C
Page 110 and 111: Seth Godin What It Means to Be a Ma
Page 112 and 113: Seth Godin Marketers No Longer: Now
Page 114 and 115: Seth Godin Compare this to the peop
Page 116 and 117: Do You Have to Be Outrageous to Be
Page 118 and 119: Seth Godin But What About the Facto
Page 120 and 121: Seth Godin The Problem with Cheap C
Page 122 and 123: Seth Godin Case Study: What Should
Page 124 and 125: Seth Godin When the Cow Looks for a
Page 126 and 127: Seth Godin Case Study: Tracey the P
Page 128 and 129: Seth Godin Case Study: So Popular,
Page 130 and 131: Seth Godin If, on the other hand, y
Page 132 and 133: Seth Godin If your boss wants focus
Page 134 and 135: Seth Godin Of these top one hundred
Page 136 and 137: Seth Godin Brainstorms While we can
Page 138 and 139: Seth Godin Targeting this niche see
Page 140 and 141: Seth Godin ment of time and money.
Page 142 and 143: Seth Godin their friends, and Water
Page 144 and 145: Seth Godin There is actually a cont
Page 146 and 147: Seth Godin just beautiful on the in
Page 148 and 149: Seth Godin A quick visit to CDBaby.
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Seth Godin Salt is Not Boring-Eight
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Seth Godin Brand and Company Index
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Seth Godin Krispy Kreme 83, 84 L Le
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Seth Godin What Would Orwell Say A
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More Information Seth Godin To find
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