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This is a work of fiction. Names, characters, places, and incidents are either the product of the author’s imagination or are used fictitiously, and any resemblance to actual persons, living or dead, business establishments, events or locales is entirely coincidental. Purple Cow Portfolio Book / published by arrangement with the author All rights reserved. Copyright © 2002 by Do You Zoom, Inc. This book may not be reproduced in whole or part, by mimeograph or any other means, without permission. Making or distributing electronic copies of this book constitutes copyright infringement and could subject the infringer to criminal and civil liability. For information address: The Berkley Publishing Group, a division of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. The Penguin Putnam Inc. World Wide Web site address is http://www.penguinputnam.com ISBN: 0-7865-4431-7 PORTFOLIO BOOK® Portfolio Books first published by Penguin Publishing Group, a member of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. Portfolio and the "Portfolio" design are trademarks belonging to Penguin Putnam Inc. Electronic edition: February 2004
In Memory of Lionel Poilane, Remarkable in Every Way.
Page 2 and 3: Purple Cow Transform Your Business
Page 7 and 8: Contents NOT ENOUGH Ps 1 THE NEW P
Page 9 and 10: Contents IN SEARCH OF OTAKU 79 CASE
Page 11: “Tastes like chicken” isn’t a
Page 16 and 17: Seth Godin Marketing isn’t guaran
Page 18 and 19: Seth Godin This is a book about why
Page 20 and 21: Seth Godin In Crossing the Chasm, G
Page 22 and 23: Seth Godin Why You Need the Purple
Page 24 and 25: Seth Godin already solved their yog
Page 26 and 27: Seth Godin ignite in markets that a
Page 28 and 29: Seth Godin As the brand was built,
Page 30 and 31: Seth Godin TV commercials are the m
Page 32 and 33: Seth Godin Consider the Beetle The
Page 34 and 35: Seth Godin What Works One way to fi
Page 36 and 37: Seth Godin Here’s the entire text
Page 38 and 39: Seth Godin The Will and the Way I d
Page 40 and 41: Seth Godin Is there a significant r
Page 42 and 43: Seth Godin Getting In Only the risk
Page 44 and 45: Seth Godin No one is going to eager
Page 46 and 47: Seth Godin sell. The early adopters
Page 48 and 49: 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
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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
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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,
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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
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Seth Godin Targeting this niche see
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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
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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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