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Seth Godin Is there a significant real estate developer in the world who is unaware of this breakthrough Not likely. And it doesn’t really matter how many ads or how many lunches the competition sponsors; Otis now gets the benefit of the doubt. Instead of trying to use your technology and expertise to make a better product for your users’ standard behavior, experiment with inviting the users to change their behavior to make the product work dramatically better. 26
Purple Cow Case Study: What Should Tide Do Tide is arguably the best laundry detergent in history. Every year, Procter & Gamble invests millions of dollars and pays a top-flight team of chemists to push the performance of Tide further and further. Is that the right thing to do Tide succeeded early on because of a mixture of good TV ads, very good distribution, and a great product. As the TV-industrial complex crumbled, though, the ads mattered less and less. Now, with the ascension of Wal- Mart, the distribution is more crucial than ever. One chain of stores accounts for a third of Tide’s sales. Without Wal-Mart, Tide is dead. So what should P&G do Are they likely to come up with a true innovation, a remarkable breakthrough that even casual detergent buyers notice Or are the incremental improvements largely a carryover from a different time, a time when people actually cared about their laundry Orthodox Purple Cow thinking would have P&G take the profits while they’re still there. Cut research spending, raise the price as much as is practical, and put the incremental profits into the creation of ever more radical and interesting new products. If the current R&D isn’t likely to generate a noteworthy payoff, what’s the point If a product’s future is unlikely to be remarkable – if you can’t imagine a future in which people are once again fascinated by your product – it’s time to realize that the game has changed. Instead of investing in a dying product, take profits and reinvest them in building something new. 27
Page 2 and 3: Purple Cow Transform Your Business
Page 4 and 5: This is a work of fiction. Names, c
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 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
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
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Seth Godin What would happen if yo
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Seth Godin your customers, the more
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Seth Godin Boiling Lake, Satan’s
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Seth Godin Where does your product
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Seth Godin opened their flagship st
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Seth Godin figured out how to get w
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Seth Godin product, and vice versa.
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Seth Godin Sell What People Are Buy
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Seth Godin The Problem with Comprom
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Seth Godin The Magic Cycle of the C
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Seth Godin What It Means to Be a Ma
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Seth Godin Marketers No Longer: Now
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Seth Godin Compare this to the peop
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Do You Have to Be Outrageous to Be
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Seth Godin But What About the Facto
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Seth Godin The Problem with Cheap C
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Seth Godin Case Study: What Should
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Seth Godin When the Cow Looks for a
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Seth Godin Case Study: Tracey the P
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Seth Godin Case Study: So Popular,
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Seth Godin If, on the other hand, y
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Seth Godin If your boss wants focus
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Seth Godin Of these top one hundred
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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.
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Seth Godin their friends, and Water
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Seth Godin There is actually a cont
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Seth Godin just beautiful on the in
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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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