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Seth Godin The Pearl in the Bottle Remember Prell All of us boomers certainly can envision the clear bottle of shampoo filled with green liquid . . . and the pearl slowly drifting downward. This image was omnipresent in the advertising for Prell. The commercial never made it clear precisely what a pearl had to do with shampoo or why we wanted the pearl to move slowly. What is beyond dispute is that TV commercials made this rather ordinary shampoo a significant success. Where do you find a Purple Cow in the cosmetics business After all, almost all shampoos are the same. More often than not, it’s an extraneous exotic ingredient or fancy packaging that people notice, not the effectiveness of the potion. Compare the inexorable decline of Prell (the TV commercials stopped working) with the gradual ascent of Dr. Bronner’s. Dr. Bronner’s does no advertising at all, yet their product continues to grow in sales and market share. If it’s not 68
Purple Cow because of a better product, then why Because of the incredible packaging. The packaging is very much part of the experience of using the product. Most people discover this extraordinary product at a friend’s house. Brushing your teeth in the guest bathroom, with nothing much better to do than snoop, you inevitably start reading the thousands of words inscribed all around the bottle. “Balanced food for mind-bodyspirit is our medicine.” Not only is it unique, but the uniqueness is aimed at a specific audience, one in which the early adopters are more than happy to proselytize to their friends. Dr. Bronner’s is a truly remarkable shampoo as shampoos go. It’s worth noticing, worth talking about, and for many people, worth buying. In a world without (effective) ads, it has an unfair advantage against anything the big guys can develop. Buy a bottle of Dr. Bronner’s. Now, working with your factory and your designers, Bronnify a variation of one of your products. 69
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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
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
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 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
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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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