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Seth Godin What could you measure What would that cost How fast could you get the results If you can afford it, try it. “If you measure it, it will improve.” Case Study: Logitech How did Logitech become the fastest-growing technology company in America Their mouses (mice), trackballs, and input devices aren’t the best examples of cutting-edge technology coming out of Silicon Valley, certainly. And the lack of cutting-edge technology is a key part of their success. Logitech succeeds because management understands that they are in the fashion business. The guts of their devices don’t change often – but the functionality and style change constantly. Management isn’t busy trying to figure out how to innovate a better chip. They are, on the other hand, working frantically to create a better user experience. For the frequent user, the impact of a cooler, better, easier-to-use input device is profound– so profound that many users are happy to proselytize to their peers. More sneezing of a Purple Cow. Logitech doesn’t crave more advertising. They crave more remarkable products. That’s what their customers want to buy. 60
Purple Cow Who Wins in the World of the Cow It’s fairly obvious who the big losers are – giant brands with big factories and quarterly targets, organizations with significant corporate inertia and low thresholds for perceived risks. Once addicted to the cycle of the TV-industrial complex, these companies have built hierarchies and systems that make it awfully difficult to be remarkable. The obvious winners are the mid-sized and smaller companies looking to increase market share. These are the companies that have nothing to lose, but more important, they realize that they have a lot to gain by changing the rules of the game. Of course, there are big companies that get it and have the guts to take the less risky path, just as there are small companies that are stuck with their current products and strategies. As I write this, the number-one song in Germany, France, Italy, Spain, and a dozen other countries in Europe is about ketchup. The song is called “Ketchup,” and it is by two sisters you never heard of. The number-two movie in America is a low-budget animated movie in which talking vegetables act out Bible stories. Neither thing is the sort of product you’d expect from a lumbering media behemoth. Sam Adams beer was remarkable, and it captured a huge slice of business from Budweiser. Hard Manufacturing’s $3,000 Doernbecher crib opened up an entire segment of the hospital crib market. The electric piano let Yamaha steal an increasingly larger share of the traditional-piano segment away from the entrenched market leaders. Vanguard’s remarkably low-cost mutual funds continue to whale away at Fidelity’s market dominance. BIC lost tons of market share to Japanese competitors when they developed pens that were remarkably fun to write with, just as BIC stole the market away from fountain pens a generation or two earlier. 61
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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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Page 36 and 37: Seth Godin Here’s the entire text
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Page 42 and 43: Seth Godin Getting In Only the risk
Page 44 and 45: Seth Godin No one is going to eager
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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
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Page 66 and 67: Seth Godin This is true not just fo
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Page 70 and 71: Seth Godin By targeting the center
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Page 80 and 81: Seth Godin Wall Street and the Cow
Page 82 and 83: Seth Godin The Pearl in the Bottle
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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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