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Contents CHEATING 38 WHO CARES 39 NOT ALL CUSTOMERS ARE THE SAME 41 THE LAW OF LARGE NUMBERS 42 CASE STUDY: CHIP CONLEY 44 THE PROBLEM WITH THE COW 45 FOLLOW THE LEADER 51 CASE STUDY: THE AERON CHAIR 53 PROJECTIONS, PROFITS, AND THE PURPLE COW 55 CASE STUDY: THE BEST BAKER IN THE WORLD 58 MASS MARKETERS HATE TO MEASURE 59 CASE STUDY: LOGITECH 60 WHO WINS IN THE WORLD OF THE COW 61 CASE STUDY: A NEW KIND OF KIWI 62 THE BENEFITS OF BEING THE COW 63 CASE STUDY: THE ITALIAN BUTCHER 65 WALL STREET AND THE COW 66 THE OPPOSITE OF “REMARKABLE” 67 THE PEARL IN THE BOTTLE 68 THE PARODY PARADOX 70 SEVENTY-TWO PEARL JAM ALBUMS 72 CASE STUDY: CURAD 74 SIT THERE, DON’T JUST DO SOMETHING 75 CASE STUDY: UNITED STATES POSTAL SERVICE 77 viii
Contents IN SEARCH OF OTAKU 79 CASE STUDY: HOW DUTCH BOY STIRRED UP THE PAINT BUSINESS 81 CASE STUDY: KRISPY KREME 83 THE PROCESS AND THE PLAN 85 THE POWER OF A SLOGAN 87 CASE STUDY: THE HÄAGEN-DAZS IN BRONXVILLE 89 SELL WHAT PEOPLE ARE BUYING (AND TALKING ABOUT!) 90 THE PROBLEM WITH COMPROMISE 92 CASE STUDY: MOTOROLA AND NOKIA 93 THE MAGIC CYCLE OF THE COW 94 WHAT IT MEANS TO BE A MARKETER TODAY 96 MARKETERS NO LONGER: NOW WE’RE DESIGNERS 98 WHAT DOES HOWARD KNOW 99 DO YOU HAVE TO BE OUTRAGEOUS TO BE REMARKABLE 102 CASE STUDY: MCDONALD’S FRANCE 103 BUT WHAT ABOUT THE FACTORY 104 THE PROBLEM WITH CHEAP 106 CASE STUDY: WHAT SHOULD HALLMARK.COM DO 108 ix
Page 2 and 3: Purple Cow Transform Your Business
Page 4 and 5: This is a work of fiction. Names, c
Page 7: Contents NOT ENOUGH Ps 1 THE NEW P
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
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
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 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
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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