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Seth Godin What would happen if you took one or two seasons off from the new-product grind and reintroduced wonderful classics instead What sort of amazing thing could you offer in the first season you came back (with rested designers) 76
Purple Cow Case Study: United States Postal Service Very few organizations have as timid an audience as the United States Postal Service. Dominated by conservative big customers, the Postal Service has a very hard time innovating. The big direct marketers are successful because they’ve figured out how to thrive under the current system, and they’re in no mood to see that system change. Most individuals are in no hurry to change their mailing habits, either. The majority of new policy initiatives at the Postal Service are either ignored or met with nothing but disdain. But ZIP+4 was a huge success. Within a few years, the Postal Service diffused a new idea, causing a change in billions of address records in thousands of databases. How First, it was a game-changing innovation. ZIP+4 makes it far easier for marketers to target neighborhoods, and much faster and easier to deliver the mail. The product was a Purple Cow, completely changing the way customers and the Postal Service deal with bulk mail. ZIP+4 offered both dramatically increased speed in delivery and a significantly lower cost for bulk mailers. These benefits made it worth the time it took mailers to pay attention. The cost of ignoring the innovation would be felt immediately on the bottom line. Second, the Postal Service wisely singled out a few early adopters. These were individuals in organizations that were technically savvy and were extremely sensitive to both pricing and speed issues. These early adopters were also in a position to sneeze the benefits to other, less astute, mailers. The lesson here is simple: The more intransigent your market, the more crowded the marketplace, the busier 77
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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
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Seth Godin Consider the Beetle The
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Seth Godin What Works One way to fi
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Seth Godin Here’s the entire text
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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
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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 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
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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
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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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