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Seth Godin If your boss wants focus groups to prove that a new product is guaranteed to be a success, don’t bother. If the focus group likes it, they’re probably wrong. If your company wants you to pick one and only one product to feature this Christmas, start working on your résumé. You’re not going to invent a Purple Cow with those sorts of odds and that kind of pressure. Things that have to work rarely do anymore. You don’t need a book about creativity or brainstorming or team building. You’ve already got a hundred (or a thousand) ideas your group doesn’t have the guts to launch. You don’t need more time or even more money. You just need the realization that a brand new business paradigm is now in charge, and once you accept the reality of the Cow, finding one suddenly gets much easier. J. Peterman knew how to reach New Yorker readers. He knew it was too late to become Lillian Vernon, so he didn’t try. For the audience he was targeting, his catalog and his voice were magical. No big mail-order company would have invested in his vision at first. Too untested, too “unusual.” Some might even call it weird. When Comedy Central focus-group-tested South Park, it set a record, scoring just 1.5 out of 10 points with women. Three of the women in the group cried, they hated it so much. Scary Sure. Weird To some. But the group that mattered– adolescent boys and those who act like them– spread the word, and the show was a monster hit. Remember, it’s not about being weird. It’s about being irresistible to a tiny group of easily reached sneezers with otaku. Irresistible isn’t the same as ridiculous. Irresistible (for the right niche) is just remarkable. 118
Purple Cow True Facts Interbrand values the top one hundred brands in the world every year. Interbrand combines a bunch of mysterious factors and determines which brands are worth the most. Here’s the list for 2002: 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Disney 8. McDonald’s 9. Marlboro 10. Mercedes 11. Ford 12. Toyota 13. Citibank 14. HP 15. Amex 16. Cisco Systems 17. AT&T 18. Honda 19. Gillette 20. BMW 21. Sony 22. Nescafé 23. Oracle 24. Budweiser 25. Merrill Lynch 26. Morgan Stanley 27. Compaq 28. Pfizer 29. JPMorgan 30. Kodak 31. Dell 32. Nintendo 33. Merck 34. Samsung 35. Nike 36. Gap 37. Heinz 38. Volkswagen 39. Goldman Sachs 40. Kellogg’s 41. Louis Vuitton 42. SAP 43. Canon 44. IKEA 45. Pepsi 46. Harley 47. MTV 48. Pizza Hut 49. KFC 50. Apple 51. Xerox 52. Gucci 53. Accenture 54. L’Oreal 55. Kleenex 56. Sun 57. Wrigley’s 58. Reuters 59. Colgate 60. Philips 61. Nestlé 62. Avon 63. AOL 64. Chanel 65. Kraft 66. Danone 67. Yahoo! 68. adidas 69. Rolex 70. Time 71. Ericsson 72. Tiffany 73. Levi’s 74. Motorola 75. Duracell 76. BP 77. Hertz 78. Bacardi 79. Caterpillar 80. Amazon.com 81. Panasonic 82. Boeing 83. Shell 84. Smirnoff 85. Johnson & Johnson 86. Prada 87. Moët & Chandon 88. Heineken 89. Mobil 90. Burger King 91. Nivea 92. Wall Street Journal 93. Starbucks 94. Barbie 95. Ralph Lauren 96. FedEx 97. Johnnie Walker 98. Jack Daniel’s 99. 3M 100. Armani 119
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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
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Seth Godin ad was appropriate for t
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Seth Godin Cheating • JetBlue Air
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Seth Godin keters can’t buy enoug
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Seth Godin The Law of Large Numbers
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Seth Godin Case Study: Chip Conley
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Seth Godin In a crowded marketplace
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Seth Godin justly criticized for be
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Seth Godin The lesson is simple - b
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Seth Godin This is true not just fo
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Seth Godin of Aeron chairs have bee
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Seth Godin By targeting the center
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Seth Godin Case Study: The Best Bak
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Seth Godin What could you measure
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Seth Godin Case Study: A New Kind o
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Seth Godin allowed them to grow to
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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 100 and 101: Seth Godin figured out how to get w
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 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.
Page 150 and 151: Seth Godin Salt is Not Boring-Eight
Page 152 and 153: Seth Godin Brand and Company Index
Page 154 and 155: Seth Godin Krispy Kreme 83, 84 L Le
Page 156 and 157: Seth Godin What Would Orwell Say A
Page 158 and 159: More Information Seth Godin To find
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